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Article

Формирование клиентоориентированного подхода к бизнесу: концептуальная модель

Ойнер О. К., Метелева Ю. И., Цыганкова Ю. М., Пантелеева Е. К.

This paper focuses on the customer orientation and considers an evolution of this notion, its modern interpretation, and conceptual model of customer-centric business approach. The main goal is to identify and classify the attributes of customer-centric approach. The subject of our study is a customer-centric approach, and the objects are attributes of this approach. As research method, we used a meta-analysis of academic papers devoted to customer orientation and related concepts. The model developed contains a combination of three types of customer centricity attributes and metrics of business performance of customer-centric companies. This model forms the basis for further investigation of peculiarities of the customer-centric approach in different industries, and for evaluation of an impact of customer-centricity level on business performance