THE IMPACT OF DIGITAL AND GREEN TECHNOLOGIES ON THE EFFICIENCY OF THE SERVICE SECTOR

This thesis examines the role of digital and green technologies in enhancing the efficiency of the service sector. In the context of increasing environmental challenges, climate change, and limited natural resources, the integration of digital tools—such as Artificial Intelligence (AI), Internet of Things (IoT), Big Data, cloud computing, 5G, and blockchain—with green economic principles has become essential. Digital technologies optimize energy consumption, improve resource management, reduce waste, and support sustainable service delivery. Green technologies, including renewable energy and eco-friendly production practices, further contribute to environmental sustainability and operational efficiency. By analyzing empirical data, literature, and case studies, this research demonstrates that digital and green technologies create a synergistic effect, fostering ecological and economic sustainability in the service sector. Recommendations include enhancing digital infrastructure, promoting eco-innovation, increasing public awareness, and integrating service platforms to maximize productivity while minimizing environmental impact.