vestreaВестник Российского экономического университета имени Г. В. ПлехановаVestnik of the Plekhanov Russian University of Economics2413-28292587-9251Plekhanov Russian University of Economics10.21686/2413-2829-2023-223-234vestrea-1747Research ArticleМАРКЕТИНГ, ЛОГИСТИКА, СФЕРА УСЛУГMARKETING, LOGISTICS, SERVICE SECTORИсследование динамических способностей ресторанов к созданию потребительской ценности в условиях цифровой трансформацииResearching Dynamic Capacities of Restaurants for Creating Customer Value in Conditions of Digital Transformationhttps://orcid.org/0000-0003-0994-4131ХелалМ. Ю.HelalM. Yu.

Мохамед Юссеф Ибрахим Хелал - аспирант кафедры общего менеджмента Института управления, экономики и финансов

420008, Республика Татарстан, Казань, ул. Кремлевская, д. 18

Mohamed Youssef Ibrahim Helal - Post-Graduate Student of the Department of General Management of the Institute of Management, Economics and Finance

18 Kremlevskaya Str., Kazan, Republic of Tatarstan, 360030

mykhelal@stud.kpfu.ruПалейТ. Ф.PaleiT. F.

Татьяна Феликсовна Палей -доктор экономических наук, профессор кафедры общего менеджмента Института управления, экономики и финансов

420008, Республика Татарстан, Казань, ул. Кремлевская, д. 18

Tatiana Feliksovna Palei - Doctor of Economics, Professor of the Department of General Management of the Institute of Management, Economics and Finance

18 Kremlevskaya Str., Kazan, Republic of Tatarstan, 360030

Казанский (Приволжский) федеральный университетРоссияKazan (Volga region) Federal UniversityRussian Federation202329092023205223234Copyright © Хелал М.Ю., Палей Т.Ф., 20232023Хелал М.Ю., Палей Т.Ф.Helal M.Y., Palei T.F.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://vest.rea.ru/jour/article/view/1747

Цифровая трансформация является одним из способов повышения ценности для клиентов в ресторанном бизнесе. Благодаря ей рестораны могут предоставлять своим клиентам более персонализированные услуги. Кроме того, цифровая трансформация помогает ресторанам стать более эффективными и экономить деньги, предоставляя при этом больше возможностей и лучший сервис потребителям, улучшая маркетинговые стратегии и привлекая больше клиентов. Целью исследования является оценка динамических способностей ресторанов к созданию потребительской ценности в условиях цифровой трансформации. В результате исследования были рассмотрены три динамические способности цифрового зондирования: цифровая разведка, цифровое сценарное планирование и формирование цифрового мышления. Цифровая разведка помогает ресторанам выявлять потенциальные возможности для цифровой трансформации. Цифровое сценарное планирование помогает ресторанам планировать потенциальные результаты цифровой трансформации и разрабатывать стратегии, позволяющие извлечь выгоду из потенциальных возможностей и снизить потенциальные риски. Формирование цифрового мышления помогает владельцам ресторанов, менеджерам и сотрудникам развивать необходимую культуру для воплощения изменений и внедрения инноваций. Таким образом, данное исследование обогащает теоретическую базу сферы туризма и гостеприимства. Предложенные три динамические способности можно использовать для реализации возможностей цифровой трансформации в создании ценности для клиентов. Практически исследование показывает, как рестораны могут реализовать существующие возможности.

Digital transformation is a way to increase value for guests in restaurant business. Thanks to it, restaurants can provide their guests with more personalized services. Moreover, digital transformation helps restaurants become more efficient and save money and at the same time it gives more opportunities and better service to customers, improves marketing strategies and attracts more guests. The goal of the research is to estimate dynamic capacities of restaurants for creating customer values in conditions of digital transformation. The research studies three dynamic capacities of digital probing: digital surveillance, digital scenario planning and shaping digital thinking. Digital surveillance helps restaurants find potential opportunities for digital transformation and develop strategies, which can provide profits from these opportunities. Digital scenario planning helps restaurants plan potential results of digital transformation and develop strategies, which can provide profits from potential opportunities and reduce potential risks. Shaping digital thinking helps restaurant owners, managers and employees develop necessary culture in order to implement changes and introduce innovation. Thus, the research can enrich the theoretical foundation of the sector of tourism and hospitality. The proposed three dynamic capacities can be used to realize opportunities of digital transformation for creating values for customers. In practice the research shows how restaurants can use existing opportunities.

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The authors declare that there are no conflicts of interest present.