Comprehensive Approach to Customer Loyalty Management

Autor:	Anastasiia Panchuk, Nataliia Lialina, Galyna Matvienko-Bilyaeva, Ganna Chumak
Rok vydání:	2022
Předmět:	Organizational Behavior and Human Resource Management Information Systems and Management Management of Technology and Innovation Strategy and Management Communication Management Information Systems
Zdroj:	International Journal of Information Technology Project Management. 13:1-16
ISSN:	1938-0240 1938-0232
DOI:	10.4018/ijitpm.311842
Popis:	The article justifies actuality of transition of enterprise to the relationships marketing concept, which implies the establishment of long-term and mutually beneficial relationships between business and consumers. The article contains the results that confirmed the relevance of loyalty management, key factors of customer loyalty acquisition and loss. A comprehensive loyalty management system was formed and regarded as a dynamic aggregate of six interconnected stages of the managerial process. The formation of comprehensive loyalty management system was carried out on the example of the surveyed enterprises. Ukrainian retail enterprises were divided into three different clusters and were analyzed according to specified model
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::e9f432ff0dec0ae2454ff0b8f01d7d2b https://doi.org/10.4018/ijitpm.311842 Zobrazit plný text záznamu