CUSTOMER-ORIENTED APPROACH IN RETAIL NETWORKS MANAGEMENT
CUSTOMER-ORIENTED APPROACH IN RETAIL NETWORKS MANAGEMENT

Author(s): Natalia Sharafutdinova, Lilia Shargu, Yulya Valeeva
Subject(s): Social Sciences, Economy
Published by: Vysoká škola ekonomická v Praze
Keywords: retail networks;client-oriented approach; value of trade service; efficiency strategies of development
Summary/Abstract: Background: Despite the diversity of theoretical and methodological approaches to the formation of customer focus in the management of companies, theoretical and methodological provisions are necessary, including approaches to the management of consumer value of trade service, assessment of efficiency of trade networks, personnel management system, which allow us to implement customer-oriented approach in the trading networks taking into account specifics of trade service. Methods: In this article, based on comparative analysis and sociological study, the analysis was carried out as to 5 trading networks in Russia and Moldova. Results: The customer value of trade service, including the value of goods and the terms of its acquisition are identified; the key benefits and costs for the buyer are disclosed, when purchasing the trade service; the strategies of retail network development are determined in application to each level. The problems constraining the development of customer focus are identified in the Russian and Moldavian trade organizations, including the weak awareness and lack of understanding the customer focus from management and staff, lack of qualified personnel, high turnover of line personnel, lack of necessary knowledge and experience of the staff. The organizational and economic support has been developed to assess the efficiency of retail networks on the basis of customer satisfaction. The new method for negotiations in services is based on meeting the most individual needs of potential buyer.

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