CONSUMER VALUE: UNDERSTANDING AND COMMUNICATION WITH CONSUMER LOYALTY

Abstract

Article from the point of view of scientific approach and marketing theory examines consumer value from a position of understanding its nature, capabilities, measurement and communication with client loyalty. Such a statement of question is relevant, since the presence of a pronounced customer loyalty gives a particular organization the opportunity to successfully operate despite the high turbulence of market environment. It is concluded that it is necessary to conduct regular marketing research, quantitative and qualitative, allowing to measure consumer reactions to adapt theoretical constructions to practical requests in construction of customer loyalty programs.