FEATURES OF THE FORMATION OF CONSUMER LOYALTY IN THE CONTEXT OF DIGITAL TRANSFORMATION

Albegov Viktor Valerievich

The survival of a modern service organization is based on the understanding of the fact that in conditions of high turbulence, which is observed in the market, it is possible to stand in competition only if the focus on long-term interaction with customers becomes the basis of their business strategy. This is especially important for catering enterprises, since any institution in this field is forced to build a concept before opening, on the basis of which it will function, focusing on strictly defined socio-behavioral characteristics of its customers. The article discusses the problems of forming and retaining customer loyalty in the catering segment associated with changing consumer behavior in the context of digital transformation. And a methodology is proposed based on an orientation towards the development of consumer loyalty.

Keywords:pyramid, loyalty, loyalty of consumers, CRM-market, customer creativity, counter-market, serious presentation