SOCIO-ECONOMIC FACTORS OF GLOBALIZATION TRENDS IN THE SERVICE QUALITY MANAGEMENT

The globalization of the service sector confronts enterprises with different customer's expectations. The internationalization and the entry of foreign producers into the national market shift the requirements to the quality of service to constantly higher levels due to competition. The quality of service is based on the quality of human resources, on the mutual interaction of the customer and the service provider. In services, there is larger place for ethics and enterprise culture, which is transferred to the external environment. The aim of the paper is to emphasize the importance of human resources in the direct contact with a customer, in the process of providing services, that combines the internal and external environment of the enterprise, and it is an important element in ensuring and building of the quality. Based on the results of an empirical survey, pointing to the individuality and the difference in the perception of the quality of service on the customer's side, and on the side of the manager of the company, through the evaluation of the contact persons. Among the contact persons of service presented identified socio-economic factors directly or indirectly influence the creation of the quality of services. Based on the achieved results, a model of implementation and quality assurance was developed for enterprise services. The model highlights the socio-economic factors of the each affected element and of critical points. By respecting these factors, elements and relationships, service processes can be continually improved or upgraded and they can become more effective.