UDC 339.13
DOI: 10.36871/ek.up.p.r.2023.03.02.024
Authors
Elena S. Kravchenko,
Oksana S. Karashсhuk,
Russian University of Economics named after G. V. Plekhanov, Moscow, Russia
Abstract
The article presents the results of a statistical study of the dynamics of the development of digital
skills of the Russian population, as well as studies the trends of changes in their involvement in the digital
space when searching and buying goods in real time.
The features of the development of digital skills and consumer preferences in the online purchase of
goods by representatives of four main generations are investigated: Baby Boom, X, Y, Z.
The influence of digital technologies on the change of the consumer value chain has been studied. An
integrated system of determinants for assessing online customer loyalty has been developed, which includes
six determinants and allows for a comprehensive assessment of the level of customer loyalty during online
purchase of goods and to determine directions for improving communication with customers.
The methodological tools for the integral assessment of the level of online customer loyalty are given,
which allows identifying the level of such loyalty, as well as evaluating the effectiveness of online sales organization
from the consumer’s perspective and determining ways to improve interaction with him in the digital
environment.
A model of the formation of an omnichannel marketing strategy is obtained, which takes in to account
integrated marketing channels available to the consumer, covers the full cycle of sales funnel management,
takes in to account the segment of the target audience and allows effective interaction with the consumer in
the digital environment.
Keywords
digitalization, digital skill, digital customer experience, online loyalty, buyer, online purchase, omnichannel marketing strategy.
