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 sustainabledevelopment of enterprises. This article systematically analyzes the processes of customer relationship management inservice enterprises and identifies the main problems arising in this process. The study analyzes the organizational, economicand institutional aspects of customer relationship management from the perspective of the specific characteristics of theservice sector. The obtained scientific conclusions serve as a theoretical basis for developing practical recommendationsfor improving customer relationship management mechanisms in service enterprises