PORTFOLIO OF MARKETING STRATEGIES FOR CONSUMER LOYALTY MANAGEMENT IN THE INTERNET ENVIRONMENT

UDC 339.138
DOI: 10.36871/ek.up.p.r.2023.08.02.018

Authors

Alla N. Germanchuk,
Elena A. Korshunova,
Donetsk National University of Economics and Trade named after Mikhail Tugan-Baranovsky, Donetsk

Abstract

The article considers a strategic approach to online consumer loyalty management. A portfolio of marketing strategies for managing consumer loyalty is presented in the context of relational, behavioral and instrumental strategies. The main directions for the implementation of the proposed strategies for online stores are determined.

Keywords

loyalty, consumer loyalty, Internet environment, loyalty management strategy.