CONVERGENCE OF THE CATEGORIES “PERSONNEL” AND “HUMAN CAPITAL” IN THE CONTEXT OF THE DIGITALIZATION OF THE SERVICE ECONOMY

Анотація

Abstract. The article examines the evolution of theoretical approaches to the interpretation of the categories “personnel” and “human capital” and substantiates the patterns of their convergence in the context of the digital service economy. It has been established that the transformation of economic systems, the development of the service sector, and the spread of digital technologies have changed the role of employees in value creation processes: from performers of functionally regulated operations to carriers of knowledge, competencies, innovative potential, and strategic resources of enterprises. The study analyzes the evolution of scientific approaches from classical economic theory and the concept of labor as a factor of production to modern concepts of human capital management. The contribution of human capital theory, strategic human resource management, and the systemic approach to the formation of a modern understanding of the economic value of personnel is generalized. It is proved that in the service economy, communication competencies, emotional intelligence, customer orientation, adaptability, and the ability to personalize interaction become critically important. The influence of digitalization on the transformation of personnel qualitative characteristics is determined, particularly the growing importance of digital literacy, analytical abilities, data processing skills, and readiness for lifelong learning. It is substantiated that digitalization contributes to the transition from traditional personnel management to integrated human capital management systems focused on the development, retention, and effective use of employees’ potential. A conceptual model of the convergence of the categories “personnel” and “human capital” has been developed, reflecting the relationship between servitization, digitalization, and the transformation of enterprise management paradigms. It is proved that the convergence of these categories ensures the formation of a new quality of employee as a carrier of value and a source of competitive advantages for enterprises in the digital service economy. Keywords: personnel, human capital, digital service economy, convergence of categories, servitization, digitalization, human capital management, digital competencies, HRM, competitive advantages.

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