Typology of models for the development of retail network services
Current conditions for the development of the trade industry are subject to macroeconomic factors and this certainly affects the transformation of services provided by retail trade networks. In this regard, it is relevant to consider the issues of service development models, depending on the orientation to specific consumer groups, which make it possible to ensure the competitiveness and stability of the network in the regional and federal markets. The methodology of the issue is presented through the prism of consideration of foreign and Russian studies in the field of customer orientation of enterprises. Three levels of client orientation of the organization by means of additional services, orientation on organizational culture and construction of appropriate analytics, orientation on client needs to create personified values, personified approach to the end users were identified. Besides, there are three levels of client orientation of modern Russian and foreign approaches: individual, organizational and intercompany. In practice, as a rule, the three levels are combined, but some retail chains follow a certain model. Structural elements of the model of client-oriented employees were outlined, as employees are an important tool for providing quality of trade services in a retail chain. Three systems of customer service management were singled out as an organization of management team, assessment of customer loyalty and feedback management. Five stages of customer experience management were outlined, which include: changing customer experiences, designing customer experiences, a customer journey map, implementing changes and pilot project implementation in correlation with performance indicators. The model of management of retail network service development technology as the need of investment value is presented. We distinguish three groups of consumers in the cumulative consumer chain of retail network service creation, including end users, institutional consumers, and retail network as a consumer. The typology of development of retail network services through three models of consumer orientation, values of participants in the chain of service creation, retail network values were proposed. It is established that the implementation of these models in practice has made a definite contribution to the economic efficiency of retail network services.
Valeeva Y. S. (2021) Typology of models for the development of retail network services. Research Result. Business and Service Technologies, 7(2), 35-47, DOI: 10.18413/2408-9346-2021-7-2-0-4
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