THE VALUE OF RESTAURANT SERVICE AS A KEY DETERMINANT OF ENTERPRISE DEVELOPMENT

Abstract

Introduction. Globalization of economic processes, dynamic changes in value priorities, transformations, changes in consumer preferences of Ukrainian society, its high dependence on mental parameters, sacrifice competition in the restaurant business lead to the need to find innovative directions of development, of which are value aspects. The restaurant business performs an important social function – to cause the consumer to feel satisfied with the restaurant service. The value formation of a restaurant service is complicated by the requirements of consumers for its characteristics. Considering this, the effective development of the restaurant business is possible only if the value of the restaurant service is provided to the customers. Methods. The research is based on a set of rules and procedures that contain a series of methods that use to systematize scientific approaches to the definition of the essence of the concept of “value” and to identify the two main components of the value of the restaurant service – consumer and price, to improve methodological tools to assess the net value of the restaurant service. The following methods were used during the study: systemic, structural and functional, formal and logical, complex integral evaluation. Results. The article proposes a methodology for assessing the net worth of a restaurant service, which is based on a comprehensive evaluation system, concentrates the parameters of value (restaurant dish, service, staff, atmosphere of the image, brand) and cost parameters (monetary, emotional, time and energy costs), allows to identify the contradictions in the value management of the restaurant service and characterize its uniqueness, which creates an informational basis for a well-founded determination of strategic directions of the enterprise development of restaurant business. Discussion. The result of the developed methodology of assessing the net worth of the restaurant service are proposals for the development of the restaurant business enterprise, which in their conceptual basis are oriented to ensure the compliance of the restaurant service to the requirements of consumers, which will ultimately contribute to the successful implementation of the strategy of the restaurant business, increase the competitiveness and expansion of the target audience of customers. Keywords: restaurant business, development, restaurant service, value, cost, comprehensive evaluation, Gap-analysis model of value management.