title: Approaches to customer loyalty management: “3D” perspective
metadata.name: dc.contributor.author
metadata.value: Muravsakaia, Snezhana A.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Golovacheva, Kseniia S.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Smirnova, Maria M.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Alkanova, Olga N.
metadata.lang: -
metadata.name: dc.contributor.author
metadata.value: Muravskii, Daniil V.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2019-06-06T13:35:57Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2019-06-06T13:35:57Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2019-03
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Muravsakaia S. A., Golovacheva K. S., Smirnova M. M., Alkanova O. N., Muravskii D. V. 2019. Approaches to customer loyalty management: “3D” perspective. Vestnik of Saint Petersburg University. Management 18 (1): 70–93.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/11701/spbu08.2019.103
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/15684
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: This paper aims to rethink the main approaches to loyalty management and highlight the criteria that allow companies to choose the most relevant one. The paper provides an analytical review of the main literature sources on the existing approaches to define the concept of customer loyalty and loyalty management as well as the antecedents and consequences of their diversity. Analysis of approaches to customer loyalty concept and loyalty management allowed us to present a three-dimensional matrix that classifies existing approaches from the three perspectives: Dimensions  (Which dimensions of customer loyalty are taken into account?), Differentiation (Are customer differentiated by the degree of loyalty, and are managerial efforts adapted to it?) and Decision journey (Is the dynamics of loyalty formation at different stages of the customer decision journey taken into account?). One of the main limitations is the need for an empirical verification of the efficiency of described approaches to loyalty management on a representative sample of companies. Among the factors that can influence the choice of an approach to loyalty management are the following: special features of consumer behavior, the economic feasibility and the possibility of obtaining a synergistic effect from a combination of approaches. The paper suggests considering factors that influence the development of consumer loyalty in the context of the integration of digital technologies and social platforms in a daily interaction of the company with its consumers. It also suggests approaching the loyalty management as an evolving process in the company’s strategic perspective.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Series 8. Management;Volume 18; Issue 1
metadata.lang: -
metadata.name: dc.subject
metadata.value: customer loyalty
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: customer loyalty management
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: customer experience management
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Approaches to customer loyalty management: “3D” perspective
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 811.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/15684/1/811.pdf
resources.format: Adobe PDF
resources.size: 1,25 MB