MANAGING CORPORATE CULTURE IN SERVICE COMPANIES: MODERN APPROACHES AND CHALLENGES
Abstract
The aim of the article is to explore the specific features and mechanisms of managing corporate culture in service companies under modern economic conditions. The study emphasizes the strategic importance of corporate culture as a driver of customer orientation, service quality, and competitive advantage. Unlike manufacturing enterprises, service organizations rely on intangible assets, employee competencies, and the quality of client interaction, which makes corporate culture a critical factor for sustainable development. Methods applied in the research include theoretical analysis of international and domestic literature, synthesis of conceptual approaches such as service-dominant logic, and comparative review of management practices in service organizations. The study also integrates insights from models of cultural transformation and strategic alignment to identify effective tools for embedding corporate values into operational processes. The results of the study demonstrate that corporate culture in service companies functions as a cross-cutting mechanism that unites strategic priorities, managerial decisions, and service practices. At the tactical level, transformation of culture is achieved through policies, HR tools, operational routines, communication channels, leadership development, and cultural risk management. At the operational level, service culture acts as a practical manifestation of corporate values, ensuring consistency in customer interactions and enhancing loyalty. The research confirms that strong corporate culture significantly improves service effectiveness and brand perception. The practical significance of the study lies in providing a framework for service companies to integrate corporate culture into their business models. Recommendations include implementing service standards, customer satisfaction metrics (NPS, CSI), emotional intelligence training, and internal service practices to strengthen customer orientation and organizational resilience.
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