клиентоориентированный подход,
розничная торговля,
качество обслуживания,
комплекс услуг,
конкурентоспособность,
сфера услуг
Abstract
Problem. The research problem is related to the necessity for retail enterprises to transition from product-centric to customer-oriented models in the context of digitalization, increased competition, and changing consumer expectations. Insufficient integration of the customer into business processes limits the effectiveness of services provided, reduces satisfaction levels, and hinders the formation of sustainable competitive advantages. There is a need to develop methodological provisions that allow for the formation and development of a service complex based on a customer-oriented approach. Methodology. The methodological basis of the research includes systemic, comprehensive, and comparative approaches, which allow considering customer orientation as an element of the organizational and economic mechanism for improving service quality. These approaches set the conceptual framework for the study and provide a holistic understanding of the process of forming customer experience. Research results. The research results include clarifying the essence of customer orientation, identifying stages of its evolution, and forming a model for evaluating customer experience, encompassing economic and behavioral indicators. Clusters of retail enterprises by their level of customer orientation have been identified, and key principles for forming a service complex have been revealed – customer integration, personalization, utilization of consumer knowledge, and co-creation of value. The significance of customer orientation as a factor in increasing profitability, customer retention, and economic sustainability has been proven. Practical application. The practical application of the results lies in developing recommendations for the development of a service complex and improving service quality, selecting optimal strategies for enterprises in different clusters, and enhancing the customer experience management system. The implementation of the proposed approaches contributes to increased customer satisfaction and loyalty, reduced costs, and strengthened competitiveness of retail enterprises.
