INFORMATION AND ANALYTICAL SUPPORT AND TOOLS FOR ASSESSING EMPLOYEE LOYALTY IN ENTERPRISES

Abstract

In the context of increasing competition and dynamic changes in the global economy, employee loyalty emerges as a key factor for the stability and success of enterprises. A high level of employee loyalty correlates with increased productivity, optimized costs for recruiting and adapting new employees, and the strengthening of the company’s positive image. Therefore, the development and implementation of effective methods for assessing loyalty is an urgent need for businesses. This study aims to systematize and analyze modern tools and methodologies for evaluating employee loyalty, identifying their effectiveness and features of application in various conditions and cultural contexts. The research is based on a survey of 525 employees of Ukrainian enterprises using Google Forms in two stages. Methods of questionnaires, interviews, statistical and content analysis were used. The research results confirmed the significance of integrating different assessment methods: from traditional surveys to modern analytical tools. It was shown that the automation of data collection and analysis significantly increases the accuracy of assessments and allows for the identification of deep patterns in employee behavior. The positive impact of corporate social responsibility on employee loyalty was also noted. For further development in this field, it is important to explore the impact of digitalization on loyalty assessment processes, particularly through the integration of artificial intelligence and machine learning. Additionally, it is necessary to study the intercultural aspects of assessment methods and adapt them to the needs of the globalized labor market. The importance of researching hybrid and remote work forms, as well as studying the social and psychological factors that influence employee loyalty, deserves special attention.