Управління лояльністю споживачів в контексті диджиталізації як засіб підвищення фінансової стійкості компанії

Abstract

The article highlights the issue of forming and managing customer loyalty in the service sector by using digital tools. The importance of customer loyalty as one of the most powerful components of an enterprise’s intellectual capital is emphasized. The types of loyalty are characterized according to the criteria of attitude to the brand (positive/negative) and the frequency of repeated transactions (absolute, hidden, false, zero). Loyalty indicators and how to calculate them are covered: customer retention rate, customer long-term value, Net Promoter Score, customer satisfaction surveys, customer effort evaluation, cause and effect questions, repeated purchases and referrals, engagement. It was noted that among the various types of loyalty (bonus program, fixed discount, temporary discount, multi-level discount program, product as a gift, partner loyalty program, paid loyalty program) the non-commercial program deserves the most attention, because in the long term it forms and testifies to absolute customer loyalty. The main types of loyalty management in the context of digitalization include transactional, social-network, related to the influence on engagement, emotions, consumer behavior, and intentions to recommend a service. It is emphasized that automated systems, such as software for managing business processes and online services for booking procedures, are becoming an integral part of modern beauty salons and offer a wide range of possibilities: online booking for services through a website or mobile application, reminders about visits by messages or e-mail; a calendar of appointments for services with the possibility of synchronization with personal calendars of beauty masters; automatic control of consumables balances, formation of supply orders, cash book management, income and expense accounting, profitability analysis; newsletters about promotions and special offers, maintenance of pages in social networks; storage of information about customers, their preferences, history of visits through the CRM system. The positive consequences of using automation in beauty salons include increasing efficiency and productivity, improving customer service, increasing profitability, expanding marketing and advertising opportunities, improving ratings and reviews, but among the negative ones, we single out dependence on technology, loss of personal contact, and threats to data privacy. A developed set of advertising events with seasonal specialization using online tools (conducting master classes and virtual consultations, seasonal loyalty programs, charity initiatives, promotions for special dates) is presented.