CONSUMER LOYALITY: MEASUREMENT AND MANAGEMENT

The complexity of the nature of the activities of trade enterprises in modern conditions puts forward new requirements for management tools. The ability to survive in a competitive environment depends on their competitiveness. Modern customer loyalty management and customer relationship management tools, in particular consumer retention technology, are one of the most important tools for improving the competitiveness of enterprises. Therefore, the issues of loyalty assessment are of particular relevance and require urgent solutions. The purpose of the article is to improve the theoretical aspects and methodological tools for assessing the consumer loyalty of an enterprise based on a synthesis of existing methodological experience and taking into account the industry specifics of trade enterprises. The article summarizes the accumulated experience in studying the essence of the economic category of consumer enterprise loyalty; determined the nature and main characteristics of consumer loyalty of trade enterprises; the system of determinants of consumer loyalty of a commercial enterprise is substantiated. Based on the generalization of the existing methodological experience and taking into account the specifics of trading enterprises, the theoretical aspects and methodological tools for assessing the consumer loyalty of the enterprise were improved. The evaluation indicators and methodical approach to the assessment of consumer loyalty of the enterprise are substantiated. The theoretical and methodological basis of scientific research was the scientific works of domestic and foreign scientists on the problems of assessing consumer loyalty. To solve the set tasks, economic-statistical methods (statistical, dynamic, comparative, structural, matrix and expert analysis) were used to assess loyalty and substantiate management decisions. Approbation of the proposed methodological approach was carried out on the example of consumers of a single retail network enterprise. The resulting methodological tools can be used not only to assess customer loyalty, but also to analyze the situation in the enterprise and increase customer loyalty