Service quality as a key strategic tool for building and strengthening the Azimut Hotels brand in the context of digital transformation

The article analyzes the role of service quality in the system of marketing communications and strategic management of a hotel enterprise. The purpose of the study is to identify key elements of service that form customer loyalty and strengthen the brand using the example of the Azimut Hotels chain. The main components of the company's service strategy are defined: corporate standards, the Azimut Bonus loyalty program and personnel requirements. It has been proven that in a highly competitive environment, service quality is evolving into a critical tool for differentiation and strengthening competitive advantages. The prospects for the network's development through the lens of customer experience, service personalization based on Big Data and the active use of digital marketing are substantiated.