Managing creation of impressions in the service through creative approach

The article generalizes and systematizes suggestions of domestic and foreign authors on theoretical and methodological and psychological aspects of creativity. The authors present the main results of survey of managers and contact personnel of service organizations of Perm and Perm Krai, aimed at understanding how professionals see creativity, its necessity and forms of manifestation in daily work. Through descriptive analysis of the received results, the authors identify the need for a creative component in the work of the service personnel, and confirm the assumption of possibility of its combination with intra corporate standards. The purpose of the study is to identify the need for creativity in the work of service personnel and the possibility of forming a creative personality, using the provisions of theoretical developments about the nature of creativity and quality management tools. As a result of the study, the authors substantiate the necessity of a creatively oriented approach to the work of the attendants...