SCIENTIFIC AND THEORETICAL ANALYSIS OF THE PHENOMENON OF THE DIGITAL ECONOMY AND THE STRUCTURAL STRUCTURE OF THE SERVICES SECTOR AND TRANSFORMATIONAL DEVELOPMENT TRENDS

This paper provides a scientific and theoretical analysis of the digital economy as a phenomenon and examines the structural composition and transformational development trends of the services sector. The study argues that digitalization accelerates structural change in services through platformization of value chains, data-driven value creation, service design capabilities, and customer experience management. The paper synthesizes key approaches to measuring digital maturity in services and outlines major transformation drivers (infrastructure, human capital, institutions, innovation, and cybersecurity). The Results section includes analytical tables and conceptual figures illustrating how digital technologies reshape service structures and value creation processes. The study concludes with evidence-informed implications and recommendations for sustainable digital transformation of the services sector.