Change management for interaction with clients of spa industry organizations as a driver of their development
Abstract. The relevance of the research topic is related to the ongoing search for possible changes in the spa industry services for the purpose of economic growth and development of the spa industry organizations. The expansion and modification of services requires active intervention and innovation in the internal environment, taking into account changes in the external environment of the organization, which, in turn, becomes a driver for the development and growth of organizations in the spa industry. Currently, the spa industry is the most promising fast-growing segment of the wellness services market. Along with the peculiarities of the organizational and economic nature, the Russian spa market differs from the world by specifics of customer demand. In this case, it is the work with the clientele and its needs as elements of the external environment that is the determining driver of the development of organizations in the spa industry market. In this article, the author explores the practice of managing changes in the activities of spa industry organizations, through the formation of a number of measures aimed at optimizing the satisfaction of existing customers and attracting new customers for the purpose of economic growth of spa industry organizations. The author has studied the historical aspect of the interpretation of the concept of "change management". Activities that will affect customer demand and increase customer interest in the services of spa organizations have been identified. The article describes potential events that can allow representatives of the spa industry to strengthen relationships with customers of all segments present in the market. The author identified and characterized 7 changes in relation to the activities of organizations of the spa industry through the impact on customers, including post-procedural support, segmentation and analysis of the customer base, requests - motives -needs, customization of service, loyalty and promotions, advertising, social networks and website, image of the organization of the spa industry.
Keywords: management of spa industry organizations, change management in the internal environment, change management, changes, development of organizations, clients.
Highlights:
♦ the authors` opinions on the importance of change management in the organization in historical retrospect are studied, on the basis of which an assumption is made about the relation between the process of effective change management and the fullest possible satisfaction of changing customer needs;
♦ the directions of changes related to the internal environment of the spa industry organizations have been clarified;
♦ recommendations on managing changes at spa industry organizations related to the internal environment through clients are proposed.
Lyudmila S. Petrik - Volga State Academy of Physical Culture, Sports and Tourism, Kazan, Russia