2. The essence and tools of reputation management in the sphere of service and
In the domestic market of hotel and restaurant services there is a sufficient number of establishments that can rightfully be classified as highly reputable companies that annually nominate thanks to the mentioned above nominations in HORECA. This is Gastro family - Dmitro Borysov's family of restaurants, Sergiy Gusovsky's restaurants, Kozyrna Karta restaurants, Mafia. In the direction of functioning of the new trends in the restaurant business, the eco-culture of restaurant services is being formed and provided, and the network of eco-restaurants "Batjkivsjka Khata" by Mikhailo Poplavskyi, which in 2015 was recognized by the Association of Cooks of Ukraine as the "Best Restaurant of Ukrainian Cuisine" in the category "Eco", should be noted. President of the Association of Cookers of Ukraine Mikhailo Peresichnyi said, "Batjkivsjka Khata" has gained the favor thanks to the popularization of national cuisine. The restaurants of the network adhere to the popular cuisine in the modern world of cookery - simple natural food from environmentally friendly products. This is a new look at the Ukrainian national cuisine from a European point of view. " The number of competitive establishments in the hotel and restaurant industry is increasing annually, and as a result, consumers are less and less guided by rational motives when choosing a service, and increasingly, values are given to emotional factors - stability, prestige, reliability, everything that cooperates with the business reputation of the hotel restaurant industry business.
Monitoring the reputation of the company should be a compulsory action - a kind of corporate must have (what should necessarily be). This method of tracking the reputation of the company should be carried out systematically, professionally, efficiently. On the basis of the obtained results, “crucial” for business management decisions are made. Not every company can cope with reputation management without help of a professional agency, new technologies. In our country, the rapidly developing direction of “reputation management”
(SERM - search engines reputation management). As a service, it began to develop actively and became popular in the B2B market. Its activity is aimed at creating a favorable sphere for a company, brand or public person on the Internet.
The western business has long been convinced that the reputation of top management is a more stable asset than, for example, property. The high business reputation of the top manager of any business structure is a part of the company's goodwill that is the excess of the purchase value of assets over their actual price. Thus, according to research conducted by Interbrand and Business Week magazine, the reputation value of a manager can be up to 70% of the company's market capitalization, and the main characteristic of reputation is the trust on him of his subordinates, colleagues, partners, media representatives, etc. Significant Ukrainian business today is clearly personalized and is conceptually linked to its owners, whose reputation today depends on 40-60% of a particular business. Despite the business benefits of a positive reputation, many Ukrainian top managers do not consider it an important element in the capitalization of their companies. The main reason for this attitude is that reputational management requires a significant PR budget (openness has its price), in
the absence of a single reputational strategy for domestic business, and there are situations when due to the short-sighted thinking of the owners or the company's monopoly position in the market, the concept of “reputation” and its components are generally ignored.
Experts recommend top management to analyze the work on the formation of a positive reputation using a detailed SWOT-analysis, to develop there a rating scale in terms of knowledge, professional competencies, work experience, personal data.
Today, the media and the Internet play a significant role in shaping business reputation. An integrated approach to the formation of reputation should be carried out online and offline (monitoring of brand references in online sources, analysis of radio, TV, media, news agencies) to assess the company's media activity, competitors and the market, planning strategies, budgets, protecting the company's reputation at the time of crisis situations, optimization and improvement of business areas of companies that are not currently effective. Such a set of events of the company's reputational PR management will increase the positive content of the business and occupy its proper place in the rankings.
Strategic reputation management begins with working on information that is presented about a particular hotel or restaurant on the Internet. It is conceptual to present the management of the reputation of a hotel and restaurant establishment in online profiles as follows:
1. site - filling, expanding accurate information, relevant menu, beautiful images;
2. feedback analysis;
3. work with special networks. Creative presence in social networks provides enormous advantages over competitors.
Manage actively your restaurant's online reputation with an effective cloud-based solution (cloud platforms) to improve your restaurant experience and increase the amount of positive feedbacks on social networks. Online reputation is the way to increase the profit of a hotel or restaurant. According to statistics, only 14% of social network users trust advertising in Ukraine, and 74% trust the opinions and recommendations of other users. The situation abroad is similar - only online recommendations are the basis of management decisions for 72% of managers. Digital transformation eliminates most of the traditional approaches to business management. The culture of attitudes towards digitalization as an opportunity and the main factor of competitiveness is changing. Managing your reputation in terms of transparency, availability of information and the development of social networks is simple and difficult at the same time. The world has entered an active digital age. Now everyone, regardless of location, has the opportunity to be "at a click away" from the enterprise.
In the globalization, digitized and thanks to these transparent business, every business and representative of the business elite are the face of the country's business environment, contributing to the strengthening of Ukraine’s international and investment image. Investment attractiveness and business prospects of a country today depend on organizations and their reputation management systems, on representatives of the business community and their image.
“A successful business works for the country's positive reputation. The more successful companies - the better they perceive the country in the world. Of course, business must first of all build its reputation, but successful cases of dozens and hundreds of private companies shape the perception of the country in which they work,” Borys Lozhkin, secretary of the National Investment Council, said at the Kiev International Economic Forum. The President of the Hoteliero and Restaurateurs Club "Hoteliero" and the founder of the National Solj* Restaurant Award Andriy Skipjyan noted that the restaurant business is the face of the country, its reputation.