CRM-СИСТЕМА ЯК ОСНОВА ФОРМУВАННЯ СПОЖИВЧОЇ ЛОЯЛЬНОСТІ (CRM-System As The Basis of Formation of Consumer Loyalty)

<jats:p>&lt;b&gt;Ukrainian Abstract:&lt;/b&gt;  &lt;br&gt;Стаття присвячена темі застосування системи управління взаємовідносинами з клієнтами, як однієї із основних&lt;br&gt;елементів підвищення лояльності споживачів. У статті детально розглядаються алгоритми та ключові моменти&lt;br&gt;впровадження CRM-системи, її переваги та недоліки. Визначено можливості автоматизації бізнес-процесів за&lt;br&gt;допомогою даної системи. Розглянуто причини, які вимагають впровадження та використання CRM.&lt;br&gt;&lt;br&gt;&lt;b&gt;English Abstract:&lt;/b&gt;  &lt;br&gt;This article is devoted to a rather important topic of applying a customer relationship management system in retail. The reasons why the company requires the implementation and use of CRM systems are considered. The main advantages of customer relationship management systems that can be distinguished for retail are also&lt;br&gt;considered. CRM allows you to automate the basic steps for organizing customer relationships. The relevance of the chosen topic, mainly, lies in the fact that the identification and satisfaction of individual customer needs in modern conditions is becoming a priority for retail. This method increases customer loyalty, qualitatively improves interaction, forms a customer base and, as a result, increases the success of the company. Customer relationship management is a new competitive weapon for organizations for serving internal and external customers. Today’s organizations are focusing on conquering the minds of customers, to make them satisK ed&lt;br&gt;and loyal with the help of sophisticated, well-organized CRM.&lt;br&gt;&lt;br&gt;This paper aims to provide a summary review on the existing loyalty models. It focuses on the key factors and perspectives that can assist marketing scholars and professionals in enhancing customer’s loyalty. A review of the literature has been employed to provide further understandings on customer’s loyalty and its research&lt;br&gt;priorities. The findings of this paper contend that integrating cultural and business influences into existing models would enhance customer’s loyalty.&lt;br&gt;&lt;br&gt;Currently, in order to effectively conduct business and improve the company’s competitiveness, it is necessary to constantly improve the efficiency of management activities, monitor and analyze all stages of business. The use of specialized CRM software will allow companies to improve the efficiency of customer relationship management and quickly solve current problems.</jats:p>