Technological Mechanisms for Assessing Service Quality and the Characteristics of Their Application in Georgia
Gela Mamuladze
Batumi Shota Rustaveli State University
Batumi, Georgia
https://orcid.org/0000-0003-4194-7025
Salome Mzhavanadze
Batumi Shota Rustaveli State University
Batumi, Georgia
https://orcid.org/0009-0007-4620-7858
ABSTRACT
Against the backdrop of global economic transformation in the twenty-first century, the service sector has emerged as the primary source of economic growth and competitive advantage. In recent years, service quality and its assessment have become significant challenges, driven by escalating consumer expectations, rapid advancements in digital technologies, and intensifying global competition. According to Service-Dominant Logic theory (Vargo and Lusch, 2016), the global economy has progressively transitioned from tangible goods toward intangible, service-oriented models, generating new imperatives for the assessment of service quality.
Service quality and digital technologies are today inextricably intertwined. The integration of digital technologies is fundamentally reshaping the mechanisms through which service quality is evaluated. The strategic significance of this domain is further underscored by the trajectory of investment in artificial intelligence within the marketing sector, which grew from $191.5 million to $1.38 billion between 2018 and 2024 (MasleJ *et al*, 2025).
The present study examines the role of service as a principal driver of economic activity, contemporary trends in international trade in services, and the modern digital mechanisms employed in service quality assessment, among other dimensions. The paper concludes with recommendation for enhancing and refining existing service quality assessment frameworks.
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