MODERNIZATION OF OPERATIONAL TECHNOLOGIES AND SERVICE SYSTEMS IN THE SERVICE SECTOR CONSIDERING INCLUSIVITY AND SAFETY REQUIREMENTS

Abstract

The article examines the directions of modernization of operational technologies in enterprises operating in the hospitality, restaurant, and tourism sectors, taking into account the growing requirements for inclusiveness, safety, digital transformation, and customer orientation. The relevance of the study is determined by the need to move beyond the fragmented implementation of individual technological, accessibility, or safety solutions toward the development of integrated service systems capable of responding to the diverse needs of consumers. The purpose of the study is to develop a customer-centric model for the modernization of operational technologies within an inclusive and safe service system. The research is based on a systemic, process-based, customer-centric, and comparative approach, which made it possible to consider a service enterprise as an integrated socio-technical system focused on creating value and a positive customer experience throughout the entire service lifecycle. The study proposes an original conceptual model integrating four interrelated functional contours: operational and technological, inclusiveness, safety, and customer experience management. The operational and technological contour provides the basis for digitalization, automation, adaptability, and personalization of service processes. The inclusiveness contour ensures physical, digital, informational, and communication accessibility of services based on the principles of universal design. The safety contour integrates physical, sanitary, information, and cybersecurity mechanisms, as well as risk-oriented management and adaptive responses to emergency situations. The customer experience management contour performs an integrating function and reflects the effectiveness of interaction among all components of the model through customer satisfaction, trust, comfort, accessibility, and loyalty. The practical implementation of the proposed model is considered throughout the main stages of the customer journey, including information search and booking, arrival, direct service provision, emergency situations, and post-service interaction. In addition, an original methodology for assessing the maturity level of an inclusive and safe service system is developed. The methodology is based on a comprehensive evaluation of the four functional contours and includes four maturity levels: initial, basic, integrated, and adaptive. The practical significance of the results lies in the possibility of using the proposed model and assessment methodology as tools for the comprehensive modernization of operational activities, identifying priority areas for digital transformation, improving accessibility and safety, enhancing service quality, and supporting managerial decision-making in hospitality, restaurant, and tourism enterprises. The proposed approach also provides a basis for further empirical testing of the model and the development of industry benchmarks for evaluating the maturity of modern service systems.