Emotional loyalty as the basis of customer orientation

UDC 378, 338, 658
DOI: 10.51409/v.a.2024.03.01.004

Authors

Yan V. Goldin,
Synergy University, Moscow, Russia

Abstract

Today, customer retention is as valuable as customer acquisition. In addition, high competition has shown the value of retaining customers. In such scenarios, loyalty programs have proven to be an effective tool in helping brands retain their loyal customers and attract new audiences. The loyalty reward program allows you to reward customers for their repeat purchases and encourage them to keep buying. In addition, loyalty programs can help you stand out from the competition and give your customers a sense of exclusivity. They can also help gather valuable customer data and guide marketing and sales strategies.
The customer-focus approach is based on the development of emotional loyalty - psychological preference and affective attachment, brand loyalty, which is demonstrated by positive emotions, opinions and recommendations. Emotional loyalty is achieved through techniques such as: nostalgia, shared values, goals, and mutually beneficial relationships. There are three directions for the development of emotional loyalty: create a unique service, use Big Data analytics, and use the “surprise and delight” tactics.
Loyalty is manifested through increased revenue and sales. One of the main selling trends today is omnichannel – selling through different channels, including physical stores and online stores. Omnichannel optimization is a retail strategy that aims to provide consistent shopping experience for customers across different sales channels. Using omnichannel allows you to increase the sales funnel for a wide variety of buyers based on their behavior patterns and select the products that they need.

Keywords

emotional loyalty, omnichannel, customer focus, customer loyalty, customer focus in the service sector, the share of the service sector in the country’s GDP, customer focus tools, customer focus strategies.