FORMATION OF CUSTOMER LOYALTY IN THE CONTEXT OF DIGITALIZATION OF INDUSTRY MARKETING

Abstract

Introduction. The topic is of interest to the regional market, which is quite prob-lematic and lags behind the central regions, which affects the holistic perception of the socio-economic situation. It is also possible to characterize the digitalization of industry marketing, which is not effectively implemented by the initiators of the market and has the lowest possible impact on the formation of customer loyalty. Materials and methods. The practices used by ser-vice companies in the region that reflect the effectiveness of using digital technologies aimed at building customer loyalty are analyzed. Regional peculiarities of the perception of marketing advantages in the sphere of services that affect or may affect the formation of customer loyalty in the context of digitalization of industry marketing are highlighted. The research objectives are based on the content analysis of customer loyalty formation in the sphere of services of regional companies by reflecting this in the information space, generalizing the results in terms of com-parative analysis across industries. Research results. The purpose of the article is to reveal theo-retical and practical features of digitalization in industry marketing, to highlight the peculiarities of using digital technologies in the service sector as one of the intensively developing industries. Discussion and conclusion. The model of behavior of a sectoral market participant in the aspect of forming customer loyalty through the use of digital feedback tools and the establishment of long-term and mutually beneficial relationships with both consumers of products and representa-tives of economic entities of the market is described and substantiated. The recommended model of formation of customer loyalty is presented taking into account the specifics of branch market-ing in the region and those real means and methods that will show a favorable economic fore-cast. The author's approach to the formation of customer loyalty in branch marketing in the con-ditions of digitalization can be applied in the sphere of small and medium-sized businesses in Rostov-on-Don, and as a teaching material in the disciplines of branch marketing, Internet mar-keting and others in Rostov State University of Economics.