Modern approaches to digitalizing the marketing activities of an enterprise

Abstract

In this qualification work, the concept of «transport service quality» has been refined, considering its external aspect (as perceived by consumers) and its internal aspect (from the enterprise's perspective). A system of quality assessment indicators for passenger road transport services has been improved, reflecting conditions, processes, and outcomes. The study develops a methodological approach to quality control, enabling the assessment of service subprocesses and identifying potential failures for each quality indicator with the lowest level. This allows for effective management decisions to improve service quality. The study analyzes the causes of deviations in quality levels from standards and proposes practical recommendations for implementing a quality management system for road transport services. Practical Significance – the developed methodological approach to quality control will enable passenger road transport enterprises to enhance service quality, motivate employees to improve performance, satisfy consumer needs, strengthen competitiveness, and increase profits. Predictive Assumptions – the results of this study can be applied to optimize the quality management systems of passenger road transport enterprises, supporting their sustainable development and alignment with modern market demands.