THE CONCEPT OF CONSUMER ACTIVITY AS AN APPROACH TO THE FORMATION OF A CUSTOMER BEHAVIOR MANAGEMENT SYSTEM
The article is devoted to the actual problem of improving the management of customer behavior, the importance of which has been increasing in recent years due to the increasing need for business customization to strengthen competitiveness on the market. The author`s interpretation of the category «customer behavior management system» is given. The approach to the formation of an effective structure of the management system based on the integration of the concept of stimulating consumer activity is justified. The application of the proposed approach is illustrated by the example of a car holding dealer company to solve the problem of building the architecture of a corporate customer behavior management system.
Keywords: customer behavior, customer relationship management, management system, consumer activity, customer life cycle, zonal purchase space, digitalization of management, CRM.
Highlights:
♦ a conceptual approach to the formation of an effective structure of the customer behavior management system is proposed, the novelty of which consists in the integration of two concepts of stimulating consumer activity - the «customer life cycle» and the «zonal 3D space of the purchase process»;
♦ based on the essence of the concepts of stimulating consumer activity, the author`s interpretation of the category "customer behavior management system" is justified;
♦ the proposed approach is tested on the example of building the architecture of a customer behavior management system for a car holding dealer company.
Rosalia S. Ibragimova, Doctor of Economics, Professor.; Alina V. Yakovleva, Graduate student. - Ivanovo State University.