A Comprehensive Approach to Digital Transformation in the Services Sector: Barriers and Solutions

The article considers an integrated ap-proach to solving problems associated with the implementation of digital initiatives in the service sector. The authors analyze the key challenges that organizations face dur-ing the digital transition, including techno-logical, economic, social, managerial and production barriers. Particular attention is paid to the importance of preliminary and parallel changes, such as modifying the organizational structure, forming an inte-grated management system and creating an innovation ecosystem. As a result of the study, a scheme for forming the value of a service is proposed, which serves as a key element for successful digital transfor-mation. The article emphasizes the need to take into account technological, organiza-tional and financial-economic aspects when planning digital transformations, as well as the importance of flexible and humanistic approaches to achieve sustainable results.