Драйверы лояльности потребителей к онлайн-магазинам: исследование влияния потребительского опыта на лояльность клиентов
лояльность, ложная лояльность, поставщик, покупатель
This study deals with customer experience and its impact on customer loyalty to online store. Based on already existing surveys we have tried to develop a new approach for the problem of customer loyalty in Russian emerging online market. This research looks into the matter of customer purchase history provided by Russia's largest online store of tools and equipment. In the project, we carry out a review of consumer behavior. In accordance with the conducted sample, the fact that customer loyalty can be determined by the total or average order value was denied.
The most recent social, economic and political events affected the Russian tourism industry significantly. One of the key problems is the customers’ choice between individual trips and trips organized by travel companies, including so called package tours. Services forming the service package determine the customer’s overall satisfaction with the tour package. This paper examines the influence of the client’s satisfaction on the loyalty and on the sequential inclination to recommend their practices after the tour package consumption. As a result of the study the components of the tour package, influencing the overall customer satisfaction and loyalty were determined as well as their further impact on customer willingness to recommend the tour package and travel company to their respective communities.
As customer relationship management process plays increasingly important role in business success, many authors attempt to evaluate the impact of various CRM process components on quality of company interaction with the customers and, ultimately, on company performance. This paper explores the impact of CRM system on quality of customer understanding by the company. This understanding is measured in context of the international pharmaceutical company in Russian market. The field research is based on a quantitative data from online questionnaires and telephone interviews. The sample consists of 64 company representatives and 217 ophthalmologists. The authors developed and tested the model of physician loyalty drivers and studied the perception of CRM system by the employees. The results of the paper demonstrate that, despite the fact that CRM system is actively used and perceived as a crucial part of customer relationship management process within the company, the understanding of key customer loyalty drivers needs to be significantly improved. The paper contributes to the existing theory by evaluating the link between CRM applications use and customer relationship performance as well as by developing physician prescription loyalty influencers framework in context of Russian pharmaceutical market. This research could be used by other pharmaceutical companies in order to understand the influence of their CRM applications on customer loyalty and also to identify the drivers of physicians prescriptions.
This paper proposes a plan of an empirical study of the co-creation experience and its impact on customer satisfaction and loyalty in the experience industry in the emerging market. The research will investigate new ways to involve a consumer directly in the value chain development, as well as different tools to improve customer satisfaction and loyalty. This study is important because the existing models and concepts in marketing, in particular the concept of co-creation, can be tested in the emerging markets in order to push the boundaries of the existing theory.
Smoking is a problem, bringing signifi cant social and economic costs to Russiansociety. However, ratifi cation of the World health organization Framework conventionon tobacco control makes it possible to improve Russian legislation accordingto the international standards. So, I describe some measures that should be taken bythe Russian authorities in the nearest future, and I examine their effi ciency. By studyingthe international evidence I analyze the impact of the smoke-free areas, advertisementand sponsorship bans, tax increases, etc. on the prevalence of smoking, cigaretteconsumption and some other indicators. I also investigate the obstacles confrontingthe Russian authorities when they introduce new policy measures and the public attitudetowards these measures. I conclude that there is a number of easy-to-implementanti-smoking activities that need no fi nancial resources but only a political will.
One of the most important indicators of company's success is the increase of its value. The article investigates traditional methods of company's value assessment and the evidence that the application of these methods is incorrect in the new stage of economy. So it is necessary to create a new method of valuation based on the new main sources of company's success that is its intellectual capital.
портовый менеджмент, показатели деятельности, анализ эффективности, система учета, распределение издержек, методы анализа деятельности портовой системы
At present many industries reveal tendency for setting up of vertically integrated companies (VIC) the structure of which unites all technological processes. This tendency proved its efficiency in oil industry where coordination of all successive stages of technological process, namely, oil prospecting and production -oil transportation - oil processing - oil chemistry - oil products and oil chemicals marketing, is necessary. The article considers specific features of introduction of "personnel management" module at enterprises of oil and gas industry.
vertically integrated companies; personnel management