Abstract:

The services sector is the largest sector of the world economy that is actively developing at the fastest rate of all. Even in the production sector, a significant part of the work is connected with servicing rather than production per se. Year over year, the variety of services and methods of providing them to consumers grows [6, p. 241]. This, of course, evokes in the state and the authorities a keen interest in this sphere. The services sector is one of the main branches of social production, designed to respond sensitively to the needs and demands of the general population. The current operational conditions of the services sector are characterized by a significant level of instability, which means that the pace of market changes is significantly faster than the speed with which service providers can provide a response to the changes that have occurred. This instability has increased especially in the post-crisis period (i.e., since 2008). In these circumstances, every business organization must analyze the environment in which it has to function in order to be able to identify favourable prospects and opportunities, as well as to avoid undesirable consequences from negative external impacts. Based on this analysis, the optimal strategy for a specific organization is chosen. This is equally true for both the production sector and the services sector.