Customer-oriented approach to business management in the consumer market

Анотація

A theoretical and methodological vision of the customer-oriented approach to managing entrepreneurial activity in the consumer market has been developed as an ordered set of goals, principles, tools, methods, and mechanisms of managerial influence aimed at identifying, shaping, and satisfying consumer needs, ensuring a positive customer experience, strengthening loyalty, and increasing enterprise competitiveness. It has been established that customer orientation cannot be reduced merely to high-quality service, loyalty programmes, or marketing communications, since it encompasses the entire system of entrepreneurial activity, including market research, product development, the formation of a value proposition, the organization of sales channels, service support, personnel management, digital analytics, the motivation system, and the assessment of the effectiveness of interaction with consumers. The possibility of representing the customer orientation of entrepreneurship in the form of a tuple has been substantiated, reflecting a set of agents, goals, actions, communications, relationships, environments, types of agents, system states, strategies, institutional and market constraints, social norms, implementation methods, and directions for the development of customer-oriented management. It has been proven that this approach makes it possible to consider customer orientation not as a set of separate marketing tools, but as an integrated management system within which various actors of entrepreneurial activity interact in market, organizational, digital, service, and sociocultural environments in order to create, maintain, and develop consumer value. It has been established that the key agents of the customer-oriented system include management subjects, objects of managerial influence, and consumers, while the effectiveness of their interaction is determined by the degree of alignment between the enterprise’s strategic goals and the needs, expectations, and behavioural characteristics of target customer segments. It has been substantiated that the main directions for increasing the customer orientation of entrepreneurial activity in the consumer market are the development of a consumer research system, improvement of the value proposition, personalization of interaction with customers, implementation of omnichannel communications, enhancement of service quality, formation of a customer-oriented organizational culture, use of CRM systems and digital analytics, as well as the introduction of a system of indicators for assessing customer experience, satisfaction, loyalty, and the economic effectiveness of customer programmes. Keywords: consumer market, entrepreneurial activity, management of entrepreneurial activity, customer orientation, customer-oriented approach, consumer, customer, consumer value, customer experience, loyalty, competitiveness, omnichannel.

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