EVALUATION OF DIGITAL TRANSFORMATION PROCESSES IN THE ORGANIZATION OF BEAUTY SALON ACTIVITIES

Abstract

The theoretical foundations of the digital transformation of management in the organization were studied, and the performance evaluation indicators were characterized.The conducted data analysis confirms the hypothesis of an increase in the profitability of the organization from the digital transformation of management. It was established that the profit of the organization in the field of beauty increased by 9,300 USD during 2022–2023, and the average growth rate is 13.3%, while spending on digital transformation of management increased by 7.1%. This suggests that spending on digital tools grew at a slower rate compared to revenue growth of 1.9 times. It was found that with the increase in the volume of services, variable costs increase proportionally, and fixed costs for digitalmanagement transformation remain relatively unchanged, therefore, the increase in profit with a change in the volume of provided beauty services increased.Recommendations for improving the implementation of the strategy of digitized solutions have been formulated.