The role of control in the field of providing hotel services aimed at increasing customer loyalty

The article examines the role of control in the provision of hotel services aimed at increasing customer loyalty. With rapid technological advancement and rising customer expectations, digitalization and process automation are becoming key factors in the hotel business. The author analyzes the impact of tools such as CRM systems, automated booking systems and analytical platforms on improving the quality of service and strengthening customer loyalty. Particular attention is paid to internal controls as a means of preventing fraud and ensuring sustainable growth of the hotel business. The study uses methods of statistical analysis, spot checks, observation and theoretical research. The results show that effective loyalty management, coupled with appropriate control mechanisms, increases customer satisfaction and repeat visits, which strengthens the hotel's competitive position in the market. The study also highlights the importance of finding a balance between control and flexibility in managing customer loyalty to ensure the long-term stability and competitiveness of the hotel business. In addition, the introduction of digital tools helps to minimize human error and reduce the likelihood of errors or deliberate actions aimed at causing harm to the hotel. This makes internal control a necessary condition for financial security and successful operation of the hotel business. It is important to note that such measures also increase trust with customers and employees, which is an important factor for success.