UDC 339.378
DOI: 10.36871/ek.up.p.r.2023.03.02.025

Authors

Leonid A. Bragin,
Aleksander F. Nikishin,
Russian University of Economics named after G. V. Plekhanov, Moscow, Russia

Abstract

The article discusses the problems of formation and retention of customer loyalty in the retail segment associated with changes in consumer behavior in the context of digitalization. The article proposes an approach to structuring factors of consumer loyalty. The issues of assessing the importance of factors in the formation of customer loyalty are considered, taking in to account the market segment, the type of trading enterprise, geographical features, as well as the characteristics of the target audience.

Keywords

retail trade, e-commerce, customer loyalty, consumer behavior, sales promotion.