THE STRATEGIC ROLE OF THE SERVICE ENVIRONMENT IN THE PROCESS OF ACHIEVING A COMPETITIVE ADVANTAGE ON THE EXAMPLE OF THE KRAS COMPANY

Abstract

In today's business environment, where traditional methods of differentiation are becoming less effective, strategic management of the service environment is becoming crucial for maintaining a competitive advantage. Through a strategically designed service environment, companies can directly influence the shaping of consumer perception by creating a positive experience that reflects on the overall brand. Understanding and strategically applying the elements of the service environment allows companies to clearly differentiate themselves in the market by enhancing the customer experience and strengthening the emotional connection with consumers. This approach enables businesses to transform everyday interactions into key points of loyalty and trust, thereby not only strengthening brand reputation, but also ensuring its long-term sustainability in the market. The research goal of this paper is an analysis of the impact of the service environment on brand perception and consumer satisfaction, as well as how the strategic application of its elements can contribute to strengthening the competitive advantage and long-term business success of the company Kraš. The scientific-research character of this work is based on the analysis of relevant scientific literature and modern sources using the methods of analysis, comparison, examination, description and deduction. The results of the empirical research showed that a strategically designed service environment significantly contributes to the realization of the competitive advantage of the company Kraš, influencing the increase in user satisfaction, brand recognition and overall business performance.