ОСОБЛИВОСТІ УПРАВЛІННЯ ЛОЯЛЬНІСТЮ КЛІЄНТІВ НА ТОРГІВЕЛЬНИХ ПІДПРИЄМСТВАХ МАЛОГО БІЗНЕСУ

Abstract

The article deals with the study of the formation of consumer loyalty of goods and services of small businesses and identify features of the management of this process. The essence of the definition of loyalty is determined, the peculiarities of consumer loyalty formation at small and micro business enterprises are analyzed, the degree of influence of the trade environment on the level of consumer loyalty is substantiated. Peculiarities of structuring small organizational forms are considered and the main factors that should ensure the formation of loyalty of customers (potential consumers) in the system organization of small trade enterprises are singled out. Trade enterprises occupy a special place in the consumer sector of the country’s economy and are characterized by a number of advantages and opportunities that help small businesses survive in difficult economic conditions. In particular, this business format is more flexible and easily adapts to changing business conditions. Along with this, small businesses are constantly looking for universal forms of consumer loyalty and pay considerable attention to this compared to large businesses. In particular, the influence of the trade environment on the formation of consumer loyalty with the determi- nation of the relevant weights is updated. The characteristic requirements put forward to small business enterprises by consum- ers of goods or services are conditioned. The subjective approach and its possibilities used in the formation of customer loyalty of small businesses are analyzed. Thus, the authors substantiate the methodological approach, according to which there are at least three groups of important factors that to some extent affect the formation of customer loyalty and consideration of which is mandatory for the formation of a permanent customer base. The authors provide recommendations for the effective operation of commercial enterprises based on a series of evaluation procedures using an expert approach, which will ultimately provide a stable customer base for the company and the foundation for effective marketing activities.