PERSONALIZATION TRENDS IN THE SERVICE SECTOR IN THE CONTEXT OF DIGITALIZATION

The purpose of the article is to study modern digital technologies that contribute to the development of the personalization process in the process of functioning of service sector organizations. The following methods were used in the research process: the method of comparative analysis, the method of contextual analysis, logical generalization, analogy, comparison, hypothetical-deductive method. The main stages of the formation of a customer-oriented strategy of service sector organizations based on the synthesis of two approaches, the trends of personalization in the service sector economy are considered, the key steps for implementing a personalized strategy are analyzed and the advantages of this approach are evaluated. It is concluded that it is necessary to combine the development of personalization processes in the service market and the introduction of innovative digital technologies, the use of which together can provide organizations with a high level of competitiveness in the service sector. An effective customer service strategy is the main key to the success of any organization operating in the service market in the context of digital transformation as part of the transition to personalization of services. Underestimating the role of personalization of services by the management of an organization can have serious damage, leading to the loss of a well-established customer base, since digitalization tools that are increasingly developing and being implemented in all processes of the company's operation make it possible to take into account changes in needs in a timely manner and quickly adapt to emerging demand trends.