THE IMPACT OF SERVICE CULTURE AND STAFF COMPETENCE ON CUSTOMER LOYALTY IN THE TOURISM INDUSTRY

This article analyzes the role of service culture and staff competence in shaping customer loyalty in the tourism industry. It examines the significance of service quality, employees' professional and communicative skills, and the culture of customer relations in the operations of tourism enterprises. Furthermore, the study substantiates the importance of enhancing staff competence and developing service culture in the context of evolving customer needs and expectations in the modern tourism market. The research findings indicate that service culture and staff competence are crucial factors in strengthening customer trust and loyalty.