Abstract
<jats:p>The article examines customer experience in the hospitality industry through the prism of the serviceological approach. The relevance of the topic is determined by the transformation of the service economy, in which the competitiveness of enterprises is increasingly defined by the quality of service interactions and the impressions formed by consumers. The purpose of the article is to provide a theoretical and methodological substantiation of a comprehensive approach to the analysis of customer experience based on the principles of serviceology. The research methodology is based on the combination of theoretical analysis, systematization of scientific approaches, and the principle of methodological triangulation, which involves the integration of quantitative and qualitative methods, including the analysis of digital reviews, the mystery guest method, and qualitative research tools. The systematization of contemporary scientific approaches demonstrates that classical models of service quality assessment (SERVQUAL, SERVPERF) have methodological limitations, as they rely on aggregated satisfaction indicators and do not sufficiently account for the emotional, behavioral, and socio-cultural aspects of perception. The necessity of expanding analytical approaches through the integration of the customer journey concept, servicescape models, and psychological mechanisms of consumer evaluation formation is substantiated. The study identifies systemic distortions in the data of digital platforms related to the polarization effect of ratings, the phenomenon of “silent customers”, and the cultural conditioning of evaluation patterns. It is shown that an important element in the formation of customer experience is the internal experience of employees (employee journey), the alignment of which with external service creates the conditions for the formation of an authentic atmosphere of hospitality. It is emphasized that the digitalization of the industry, while creating new opportunities for service personalization, simultaneously generates ethical challenges related to the use of personal data, algorithmic bias, and the risks of manipulative practices. The implementation of ethical checkpoints is proposed as a mechanism for the responsible use of technological tools in service management. It is concluded that effective customer experience management requires a comprehensive serviceological approach that takes into account the multidimensional nature of service interactions, cultural specifics of perception, and ethical aspects of digitalization.</jats:p>