The article examines the role of organisational communications as a factor in developing the service business model in the beauty industry. It highlights the importance of internal and external communication in ensuring high-quality customer interaction, maintaining the stability of service processes, and supporting brand identity. The study identifies major communication impacts, including service standardisation, alignment of information flows, employee adaptability, and personalised customer experience. Emphasis is placed on the strategic role of communication in strengthening competitiveness and building trust. The findings indicate that an effective communication system is a prerequisite for service sustainability and business development in the beauty industry.
Niameshchuk et al. (Tue,) studied this question.