COMMUNICATION SKILLS OF A MANAGER AS A DETERMINANT OF SERVICE QUALITY IMPROVEMENT IN THE HOTEL AND RESTAURANT INDUSTRY

Abstract

The article examines the role of managerial communication skills as a crucial determinant in enhancing service quality within the hotel and restaurant industry. It reveals the essence and structure of communicative competence as a multidimensional phenomenon that integrates professional, interpersonal, and digital interaction skills. The study highlights that in the post-pandemic and wartime realities, the hospitality sector is experiencing a period of transformation, driven by innovation, technological progress, and the recovery of global tourism. Effective communication is presented not only as a managerial function but also as a strategic resource that shapes corporate culture, ensures team cohesion, and strengthens client relationships. The research identifies the main communication skills necessary for hospitality managers, such as verbal and non-verbal communication, emotional intelligence, empathy, active listening, persuasive ability, and adaptability to various customer profiles. It emphasizes that the quality of communication directly influences internal management efficiency, staff motivation, and the psychological climate within teams. Externally, the level of communication culture determines customer satisfaction, loyalty, and the reputation of the enterprise. Moreover, the article outlines the essential directions for improving managerial communicative competence in accordance with modern challenges of the hospitality industry. These include the development of emotional intelligence and social awareness, mastery of digital communication tools (CRM systems, social media, online booking platforms), intercultural sensitivity for work with international clients, and teamwork skills. A special focus is placed on the importance of lifelong learning through professional training, coaching, and simulation of real communication situations. The findings confirm that the development of communication competence among hospitality managers is a strategic prerequisite for achieving high service standards, ensuring sustainable business growth, and enhancing the competitiveness of Ukraine’s hospitality sector in the global market. Strengthening communication culture at all levels of management contributes to the formation of a customer-oriented service model and the establishment of long-term relationships with clients and partners.