ANALYSIS OF CUSTOMER RELATIONSHIP MANAGEMENT PROCESSES AND PROBLEMS IN SERVICE ENTERPRISES

Effective customer relationship management in the service sector is an important condition for the sustainable
development of enterprises. This article systematically analyzes the processes of customer relationship management in
service enterprises and identifies the main problems arising in this process. The study analyzes the organizational, economic
and institutional aspects of customer relationship management from the perspective of the specific characteristics of the
service sector. The obtained scientific conclusions serve as a theoretical basis for developing practical recommendations
for improving customer relationship management mechanisms in service enterprises