ASSESSMENT OF THE SERVICE PROVISION PROCESS AS A BUSINESS PROCESS MANAGEMENT TOOL

Among the processes that take place in service enterprises and that determine their results, the service provision process needs special attention. Customers take an active part in it, deciding what the service should look like, and having the option to modify it while it is being providing. Therefore, the course of the service provision process influences how customers perceive a given service, whether they are satisfied, and whether the services quality is at the appropriate level. The development of technology and digitization have resulted in the fact that many customers prefer e-services, shopping online. In this case, the service provision process looks different from the traditional services, and the customers' participation in this process is even greater. All activities related to ordering the service are performed by them. They base their decisions on own experience or the opinions of other customers. Therefore, when assessing the services quality, the customer largely assesses its provision process. The aim of the paper was to assess the course of the service provision process by customers from various European countries. The results' analysis was based on the assumptions of the Importance Performance Analysis (IPA). The research allowed not only to assess the service provision process, but also to indicate the attributes that, according to customers, met their expectations and those that cause their dissatisfaction and lower the overall level of service quality, so need potential corrective actions. The research can be used by different e-service enterprises in order to improve their service provision process. The attributes indicated in the work, which are important for customers, should be taken into account by e -shops to improve the quality of the services they provide, and thus affect the level of customer satisfaction.