Strategic Management of Service Enterprises in The Post-Pandemic Economy: Digitalization, Sustainability and Trust-Based Communications

The article examines the strategic management of service enterprises in the post-pandemic economy under the combined influence of digitalization, demand volatility, growing customer expectations, and sustainability requirements. The relevance of the study is associated with the restructuring of consumer behavior: customers increasingly expect remote coordination, transparent pricing, predictable service procedures, ethical communication, and reduced transaction costs when choosing a provider. The scientific novelty of the study lies in the development of a managerial model that transfers observations from emotionally sensitive and institutionally regulated service markets into a broader economic framework of service enterprise adaptation. The paper systematizes post-pandemic changes in service design, digital communication, reputation management, information transparency, resource planning, and sustainable development. The purpose of the study is to substantiate a set of managerial techniques that strengthen the adaptability of service enterprises through digital coordination tools, trust-based marketing, customer journey governance, and sustainability-oriented product decisions. Sector-specific materials on funeral services are used as an illustrative case of a market characterized by high emotional involvement, information asymmetry, ethical constraints, and regulatory pressure. The article has practical value for managers of service enterprises, small and medium-sized businesses, municipal service operators, and researchers of strategic management in the service economy.

strategic management, service enterprises, post-pandemic economy, service digitalization, customer journey, trust-based communication, information asymmetry, sustainability, small and medium-sized businesses, service marketing

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