Modern approaches to the forming service quality standards in the conditions of the health resort complexes of Bashkortostan

The article considers the history and main achievements of the health resort complex of Bashkortostan. There is the whole reserve of recreational resources in the Republic, which is used for health resort treatment: picturesque landscapes, climate, mineral waters, therapeutic muds, as well as unique hot gases and therapeutic koumiss. Leading sanatoriums of the Republic of Bashkortostan have high rating of treatment and service. The Republic has all the possibilities to transform the resort and spa activity into the economically profitable industry. Nowadays the fundamental factors of the service quality are in the spotlight of both researchers and practitioners. Survey and expert assessments technology used in the analysis of the service quality, does not solve the problem of selecting measures to improve the quality of services, taking into account the minimization of costs for these purposes. Updating the current state of the service quality offered in the health tourism system, we have tried to approach the creation of optimal forms of innovative service and the structure of the internal standard of the health resort complex. The internal standard of service quality is a set of elements, the functional connection of which allows to provide the vacationers with the most complete and timely service corresponding to the specified qualitative characteristics and quantitative parameters. We have introduced a new term into the system of quality indicators - servility (readiness of personnel to the level of service quality request by the consumer, intangible characteristics of service).