ВПЛИВ ФАКТОРІВ ПОПИТУ НА ЗАДОВОЛЕНІСТЬ ТА ЛОЯЛЬНІСТЬ СПОЖИВАЧІВ ЕКОЛОГІЧНИХ ТОВАРІВ ТА ПОСЛУГ

Abstract

The study proved that the development of economic and marketing theories made it possible to substantiate the significant impact on the level of demand of factors other than price factors, namely: the number of goods, the price level of similar goods, the price level of substitute goods, the price level of related goods, the level of income consumers, consumer preferences (taking into account advertising, fashion, traditions, tastes), level of consumption (with distribution into consumer groups), consumer expectations, etc. The experience of customer interaction with environmental goods and services can be evaluated using scoring models: Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), Customer Effort Score (CES), Customer Satisfaction Index (CSI) and indicators of the dynamics of the loss of the customer base (Churn) and maintenance of the client base (Retention). In the context of the formation of a "green economy" and ensuring the implementation of the Millennium Development Goals, the environmental orientation of a product or service can be a key aspect of a consumer’s decision regarding a specific product or service. In addition to scoring models, it is possible to evaluate and manage the loyalty of consumers of environmental goods and services on the basis of Account Experience Models, Apostle Loyalty Model, Attitudinal Loyalty Model and Dynamic Model of Customer Loyalty). Customer satisfaction management based on the automation of customer account processing processes is a certain way to "monetize" long-term loyalty. Thanks to modern software solutions that specialized consulting firms offer businesses, opportunities are created to track the impact of loyalty indicators on income in real time. Modern studies of consumer behavior in the market of environmental goods and services provide for the selection of five main consumer segments (generation Z, millennials, baby boomers, generation X, the largest generation), which have significant differences in preferences, attitudes towards the process of purchasing goods and services, financial costs. According to the selected consumer segments, it is proposed to use artificial intelligence to model the customer’s value (Life Time Value, LTV) considering the environmental orientation of the product or service.