THE IMPORTANCE OF PERSONNEL MARKETING IN THE DEVELOPMENT OF SERVICE ENTERPRISES

Abstract

This thesis explores the role and significance of personnel marketing in the development of service enterprises. Personnel marketing is considered an important tool for attracting, motivating, and professionally developing employees while aligning them with organizational goals. The impact of effective human resource management and workforce potential utilization on enterprise competitiveness is assessed. The findings confirm the significant role of personnel marketing in improving service quality, labor productivity, and customer satisfaction