Client Orientation of Consumers as a Factor of Value-Based Development of Retail Chains Services

DOI

10.2991/aebmr.k.200324.159How to use a DOI?

Keywords

client orientation of consumers, value-based development, retail chains

Abstract

The article presents methodology of research of client orientation of consumers within the framework of ensuring consumer value of retail chains services. Four main evolutionary stages of development of the theory of client orientation of consumers, which began in the eighteenth century, are identified to the present. Based on the analysis of domestic and foreign concepts of client-oriented approach, three groups of orientation are identified, including orientation to the market, orientation to the client and proximity to the client. We have established that client orientation is an important tool for value development of trade service, as it allows to develop a unique offer for consumers, to build appropriate business processes of trade service and to develop organizational culture of trade organization. The main levels of development of client orientation are allocated: individual level - at the employee level, organizational level - client orientation of the organization, inter-firm level - client orientation of the value creation chain. A feature of the method of evaluation of customer orientation of consumers is application of value approach, which consists in assessment of personnel involvement in creation of consumer value of retail chains service and efficiency of trade service provision. The approbation of the value approach was carried out in three retail chains, which made it possible to allocate areas of improvement of the trading service aimed at ensuring client orientation.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Valeeva Julia Sergeevna
AU  - Jaromir Veber
AU  - Galina Ostapenko
PY  - 2020
DA  - 2020/03/30
TI  - Client Orientation of Consumers as a Factor of Value-Based Development of Retail Chains Services
BT  - Proceedings of the “New Silk Road: Business Cooperation and Prospective of Economic Development” (NSRBCPED 2019)
PB  - Atlantis Press
SP  - 864
EP  - 870
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200324.159
DO  - 10.2991/aebmr.k.200324.159
ID  - Sergeevna2020
ER  -