https://doi.org/10.56079/20222/11

Understanding quality and its importance is one of the biggest challenges for modern business companies. Today, when healthy competition is the key to success, the issues of maintaining a sustainable competitive advantage have become particularly important. When it comes to quality, one of the most important places is occupied by retail service units, which, if they function properly and properly, contribute to customer satisfaction, have a positive impact on them, maintain them and gain their loyalty to the enterprise. The loyal customer is the guarantor of the successful activity of any firm, both in the short and long term. Firms can create all this only with the right strategic management.

Based on all the above, this article serves to assess the international experience of quality management and its importance in Georgian business companies. Based on the research question, the hypothesis is formulated as follows: Introduction of international quality management experience in practice will help Georgian business companies to increase and maintain the level of customer satisfaction.The research methodology is based on the electronic survey method of quantitative research. In the process of researching the paper, textbooks of Georgian and foreign scientists, scientific articles and Internet resources are used to process theoretical issues.The purpose of this article is to show how Georgian business companies use international approaches to their daily practice in relation to employees and how much it affects the quality of service offered to all these customers.For the purpose of the study, a certain number of respondents were interviewed using the electronic quantitative survey method. Respondents were consumers who actively used the services offered by various Georgian business companies.Based on the results of the research, the hypothesis has been tested and confirmed. Georgian business companies, in practical terms, do not actually use modern quality management approaches and experience in the process of doing business. Based on the initial information received, it was also revealed that Georgian companies operating in Georgia use a high level of bureaucracy in the process of their activities, which causes significant inconvenience to users in terms of time lost in the process of receiving services. In Georgian companies we also find a fairly high rate of standardization. According to the majority of respondents, an individual approach to the issue is almost non-existent during service. In particular, the personnel employed in companies are mainly guided by pre-designed rules and standards, which underscores the fact that modern approaches to quality management in Georgian companies, which are mainly associated with customer-friendly policies, are hardly used in practice. In the research process, the level of qualification of the employees employed in the companies was highlighted. The majority of the respondents rated the level of qualification of the employees employed in the companies as average.

   Based on the results of the research, it became clear that the policy developed by business companies operating in the Georgian market in terms of bureaucracy, level of standardization and staff qualifications is to be reviewed and changed. So far, the strategy they have chosen and implemented in practice does not work and needs to be fundamentally changed. Re-implementing the strategy is the most difficult and lengthy process. However, its successful implementation will allow companies to achieve their goals more effectively.As a recommendation, the above directions should be taken into account and considered by Georgian business companies, because the customer is the starting point of any firm, and taking care of their satisfaction is the most important guideline for success.Based on the existing reality in the field of services, the solution for companies operating in the Georgian market is to raise awareness, which means:Properly understand and evaluate the importance of quality; Precise definition of the role of quality in the company's competitiveness and success; Trying out more international methods and approaches in the process - directly from a practical point of view; Understand the needs of consumers and develop an effective strategic policy tailored to them; Establish effective communication with customers. All this is impossible without a permanent improvement in the quality of service.

The information presented in this article is of practical importance for both existing and potential service companies operating in the Georgian market, who plan to operate in the service sector in the future. In the part of the paper where the results of the research are discussed, the emphasis is on issues to which consumers respond sharply in the process of receiving the service. Accordingly, the information in this article will help organizations to choose and develop the right strategic policies. Properly selected strategy is the key to the success of any company.

Keywords: International experience, competitiveness, permanent quality improvement, strategic management, customer loyalty.

JEL Codes: L15, L21, M21