DEVELOPMENT OF PROFESSIONAL COMMUNICATION COMPETENCE IN EMPLOYEES OF SERVICE COMPANIES

Abstract

The relevance of the research is determined by the fact that at the current stage of the development of the service sector, which is determined in particular by the introduction of new technologies in the service sector, as well as the desire of consumers to receive services of a professional level, the success of a service sector enterprise is determined not only by the ability of an employee to produce and provide a high-quality service, but also communicate effectively with consumers and other participants in the process of providing services, build constructive relationships, avoiding conflict situations, possess a certain culture of professional communication and behavior. The professional development of a service sector employee is a continuous process of personal self-improvement and self-realization, as well as effective development in the environment of a service sector enterprise.
Purpose: to simulate situations of interaction of employees with other participants in the process of creating and providing a service in the environment of a service sector enterprise, to reveal the peculiarities of professional communication of service sector employees and to substantiate effective methods and forms of development of professional and communicative competence of employees in the environment of service sector enterprises.
Methods: study of regulatory and legal documents, reports, scientific sources, and educational and methodological materials to clarify the state of the investigated problem and identify the peculiarities of professional communication of service workers; the use of tools of the unified modeling language (UML) to visualize the behavioral design and interaction of employees of service enterprises with the environment; implementation of theoretical analysis, synthesis and generalization - to substantiate effective methods and forms of development of professional and communicative competence of employees in the environment of enterprises in the service sector; the use of observations, conversations, interviews with employees, clients and managers of institutions in the service sector to formulate recommendations for the implementation in practice of substantiated methods and forms of development of professional and communicative competence of employees in the environment of enterprises in the service sector.
Results: it was established that the leading factors that will influence the effectiveness of the development of professional and communicative competence of employees of service enterprises are sustainable motivation and the desire to create and provide high-quality services; the need to exchange professional information between the employee and other participants in the process of creating and providing the service (clients, colleagues, management, etc.); creation of an atmosphere of trust, support, and development at the enterprise; persistent need for self-improvement; the selection of effective methods and forms for the development of communication competence of employees at the enterprise of the service sector; application of digital technologies. At the same time, when applying certain methods and forms of development of the professional and communicative competence of employees at a service sector enterprise, it is necessary to take into account the peculiarities of professional communication, which, on the one hand, will determine certain necessary communication skills, and on the other, will affect the quality of service provision.
Conclusions: the importance of the development of professional and communicative competence of employees of service enterprises has been proven as one of the factors that affects the ability of employees to quickly navigate the situation of professional communication, find effective communication tools, maintain feedback with participants in the communication process, that is, not only create a service of high quality, and to provide it at a high level, which determines the success and competitiveness of the enterprise in the service sector. The effectiveness of the development of professional and communicative competence of employees of service sector enterprises directly depends on the creation of a special environment of cooperation, mutual support, and a high level of corporate culture in service sector institutions. A model of the interaction of employees with other participants in the environment of a service enterprise has been developed, which allows considering the process of creating and providing services as a system, analyzing and visualizing cases of interaction in the middle of this system and beyond. The methods (narrative, message, conversation, discussion, brainstorming, case method, game method, simulation, communicative tasks and exercises, analytical exercises, presentations, video demonstration, video analysis of professional situations, analysis and solution of problem situations) and forms (individual work with printed materials and exercises, self-education through Internet resources, group work during mini-lectures, performance of communicative tasks and analytical exercises to practice individual communication skills, role-playing games, workshops, trainings, master classes, including implemented by means of video conferences), which should ensure the effective development of the professional and communicative competence of employees in the environment of the enterprise of the service sector.