Формирование системы маркетинговых метрик оценки уровней удовлетворенности и лояльности клиентов

  • Эдуард Генрихович Чурлей Белорусский государственный университет, пр. Независимости, 4, 220030, г. Минск, Беларусь https://orcid.org/0000-0002-1980-4418

Аннотация

Изменение конкурентного поля и скорости течения событий ориентирует игроков рынка на необходимость поиска способов оценки уровней удовлетворенности и лояльности клиентов. Актуальны введение системы прямых и косвенных метрик, основанных на комплексе маркетинговых исследований, а также объединение этой системы с картой пути клиента (customer journey map, CJM).

Биография автора

Эдуард Генрихович Чурлей, Белорусский государственный университет, пр. Независимости, 4, 220030, г. Минск, Беларусь

кандидат экономических наук, доцент; доцент кафедры аналитической экономики и эконометрики экономического факультета

Литература

  1. Oiner OK. Sovremennye potrebitel’skie trendy i udovletvorennost’ potrebitelya [Modern consumer trends and consumer satisfaction]. Moscow: INFRA-M; 2013. 142 p. Russian.
  2. Latyshova LS, Lipsits IV, Oiner OK. Klientoorientirovannost’: issledovaniya, strategii, tekhnologii [Customer focus: research, strategies, technologies]. Moscow: INFRA-M; 2020. 240 p. Russian.
  3. Skorobogatykh II, Sidorchuk RR, Ivashkova NI, Lopatinskaya IV, Shirochenskaya IP, Musatova ZhB, et al. Upravlenie loyal’nost’yu [Loyalty management]. Moscow: Plekhanov Russian University of Economics; 2019. 248 p. Russian.
  4. Skorobogatykh II, Sidorchuk RR, Ivashkova NI, Lopatinskaya IV, Shirochenskaya IP, Musatova ZhB. Creating customer loyalty: how to measure, generate and profit from highly satisfied customers. Moscow: Plekhanov University of Economics; 2019. 232 p.
  5. Grijalvo MM, Eliopoulos MF, Morales-Alonso G. Closing gap between new development and voice of customer. ResearchGate [Internet; cited 5 September 2021]. Available from: https://www.researchgate.net/publication/347775030_Closing_gap_between_new_development_and_Voice_of_Customer.
  6. Arenkov IA, Konstantinova OA, Arenkov FI. Evolution of the «consumer loyalty» concept and its modern meaning. Journal of economics, entrepreneurship and law. 2020;10(4):1123–1136. Russian. DOI: 10.18334/epp.10.4.100907.
  7. Bagiev GL, Kurochkina AYu, Shul’ga AO. Ekonomicheskoe izmerenie effektivnosti i kachestva v marketingovykh sistemakh [Economic measurement of efficiency and quality in marketing systems]. Bagiev GL, editor. Saint Petersburg: Saint Petersburg State University of Economics and Finance; 2012. 49 p. Russian.
  8. Best RJ. Market-based management. New Jersey: Pearson College Div; 2008. 515 p. Russian edition: Best R. Marketing ot potrebitelya. Panfilov SA, Bragina NS, Mironov PV, translators. Moscow: Mann, Ivanov and Ferber; 2018. 696 p.
  9. Farris PW, Bendle NT, Pfeifer PE, Reibstein DJ. Marketing metrics: 50+ metrics every executive should master. New Jersey: Pearson Prentice Hall; 2006. 384 p.
  10. Kozielski R. Wskazniki marketyngowe. Warszawa: Wolter Kluwer; 2016. 671 s.
  11. Oiner OK. [Evaluation of marketing effectiveness from the standpoint of a business management system]. Rossiiskii Zhurnal Menedzhmenta. 2008;6(2):27–46. Russian.
  12. Zaharchenko NN. Ekonomicheskie izmereniya: teoriya i metody [Economic measurements: theory and methods]. Saint Petersburg: Saint Petersburg State University of Economics and Finance; 1993. 157 p. Russian.
  13. Shaw R. Nowe spojrzenie na marketing. Warszawa: Studio Emka; 2001. 304 s.
  14. Kaplan RS, Norton DP. The balanced scorecard. Translating strategy into action. Brighton: Harvard Business Review Press; 336 p. Russian edition: Kaplan R, Norton D. Sbalansirovannaya sistema pokazatelei. Ot strategii k deistviyu. Pavlova M, translator. Moscow: Olimp – Biznes; 2008. 320 p.
  15. Azriliyan AN. Malyi ekonomicheskii slovar’ [Small economic dictionary]. Moscow: Institut novoi ekonomiki; 2000. 1088 p. Russian.
  16. Golubkov EP. Marketing. Slovar’ terminov [Marketing. Glossary of terms]. Moscow: Delo i Servis; 2012. 320 p. Russian.
  17. Skul’skii VG. Upravlenie loyal’nost’yu potrebitelei na rynke investitsionnykh uslug [Consumer loyalty management in the investment services market; dissertation]. Moscow: Financial University under the Government of the Russian Federation; 2015. 168 p. Russian.
  18. Efremova MV, Chkalova OV. Generalisation and systematisation of approaches to the definition of «customer focus». Vestnik of Lobachevsky State university of Nizhny Novgorod. Series: Social Sciences. 2016;2:17–24. Russian.
  19. Oyner OK, Panteleeva EK. Customer centricity approach to managing FMCG-companies in the Russian market. Upravlenets. 2019;10(2):11–20. Russian. DOI: 10.29141/2218-5003-2019-10-2-2.
  20. Oliver RL. Whence consumer loyalty? Journal of Marketing. 1999;63(4):33–44. DOI: 10.1177/00222429990634s105.
  21. Hult TG, Morgeson FV, Morgan NA, Mithas S, Fornell C. Do managers know what their customers think and why? Journal of the Academy of Marketing Science. 2016;1:37–54. DOI: 10.1007/s11747-016-0487-4.
  22. Aaker DA. Managing brand equity. Capitalising on the value of a brand name. New York: The Free Press; 1991. 331 p.
  23. Luneva EA, Gorbunova AV. [Comprehensive assessment of consumer loyalty (on the example of a company in the fast food market)]. Herald of Omsk University. Series: Economics. 2006;4:172–178. Russian.
  24. Tsysar’ AV. [Customer loyalty: basic definitions, measurement methods, management methods]. Marketing i marketingovye issledovaniya v Rossii. 2002;5:55–61. Russian.
  25. Shirochenskaya IP. [Basic concepts and methods for measuring loyalty]. Marketing v Rossii i za rubezhom. 2004;2:36–44. Russian.
  26. Pankrukhin AP. Marketing-praktikum [Marketing workshop]. Moscow: Institute of International Law and Economics named after A. S. Griboyedov; 1998. 160 p. Russian.
  27. Lopatinskaya IV. [Loyalty as the main indicator of retention of consumers of banking services]. Marketing v Rossii i za rubezhom. 2002;3:20–32. Russian.
  28. Uncles МD, Dowling GR, Hammond К. Customer loyalty and customer loyalty programs. Journal of Consumer Marketing. 2003;4:294–316.
  29. Fedotova I, Kryvoruchko O, Shynkarenko V. Theoretical aspects of determining the types of customer loyalty. SHS Web of Conferences [Internet]. 2019 [cited 6 September 2021];67. DOI: 10.1051/shsconf/20196704004.
  30. Kotler P, Kartajaya H, Setiawan I. Marketing 4.0. Moving from traditional to digital. Hoboken: John Wiley & Sons Limited; 2016. 208 p. Russian edition: Kotler F, Kartadzhaia Kh, Setiavan A. Marketing 4.0. Razvorot ot traditsionnogo k tsifrovomu. Tekhnologii prodvizheniya v internete. Moscow: Eksmo; 2017. 224 p.
  31. Antoshkin SI. Upravlenie brendom innovatsionnoi produktsii [Brand management of innovative products; dissertation]. Saint Petersburg: Saint Petersburg State University; 2017. 332 p. Russian.
  32. Skorobogatykh II, Ufimova DM, Grineva OO, Ivashkova NI, Kaderova VA, Lopatinskaya IV, et al. Marketingovye issledovaniya i situatsionnyi analiz [Marketing research and situational analysis]. Skorobogatykh II, Ufimova DM, editors. Moscow: KNORUS; 2019. 570 p. Russian.
  33. Kalbach J. Mapping experiences: a complete guide to creating value through journeys, blueprints, and diagrams. Sebastopol: O’Reilly Media; 2016. 384 p.
  34. Balahnin I. Marshrut postroen! Primenenie kart puteshestviya potrebitelya dlya povysheniya prodazh i loyal’nosti [Route built! Using consumer journey maps to increase sales and loyalty]. Moscow: Al’pina Publisher; 2019. 112 p. Russian.
  35. Lemon KN, Verhoef PC. Understanding customer experience throughout the customer. Journey Journal of Marketing. 2016;6:69–96. DOI: 10.1509/jm.15.0420.
  36. Owen R, Bruks L. Analysing the ultimate question: how net promoter can transform your business. New York: John Willey and Sons; 2009. 320 p. Russian edition: Servis, kotoryi prinosit pribyl’. Prakticheskoe rukovodstvo po sozdaniyu sistemy NPS [Service that makes a profit. A practical guide to building an NPS system]. Yatsyuk N, translator. Moscow: Mann, Ivanov and Ferber; 2016. 352 p.
  37. Richardson A. Using customer journey maps to improve customer experience. Harvard Business Review [Internet; cited 7 September 2021]. Available from: https://hbr.org/2010/11/using-customer-journey-maps-to.
  38. Brown MG. Beyond the balanced scorecard. New York: Productivity Press; 2007. 252 p. Russian edition. Brown MG. Za ramkami sbalansirovannoi sistemy pokazatelei. Kak analiticheskie pokazateli povyshayut effektivnost’ upravleniya kompaniei. In: Il’ina J, translator. Moscow: Olimp – Biznes; 2012. 248 p.
  39. Preißner A. Balanced scorecard in vertrieb und marketing. Herausgeber: Hanser Fachbuch; 2002. 302 S. Russian edition: Prajsner A. Sbalansirovannaya sistema pokazatelei v marketinge i sbyte: planirovanie i kontrol’ na baze klyuchevyh pokazatelei effektivnosti. Kotsyuba N, Krysanova M, translators. Moscow: Grebennikov; 2009. 303 p.
  40. Friedag HR, Schmidt V. Balanced Scorecard. Mehr als ein Kennzahlensystem. Freiburg: Mediengruppe; 2002. 262 S. Russian edition: Friedag HR, Schmidt V. Sbalansirovannaya sistema pokazatelei. Rukovodstvo po vnedreniyu [Balanced scorecard. Implementation guide]. Moscow: Omega-L; 2006. 267 p.
  41. Niven P. Balanced scorecard step-by-step: maximising performance and maintaining results. New York: John Wiley & Sons; 2002. 534 p.
  42. Yuldasheva OU, Salikhova YaYu. Ekonomika marketinga [Economics of marketing]. Saint Petersburg: Saint Petersburg State University; 2016. 90 p. Russian.
  43. Anderson C. Creating a data-driven organisation. Farnham: O’Reilly; 2015. 200 p. Russian edition: Anderson K. Analiticheskaya kul’tura. Ot sbora dannyh do biznes-rezul’tatov. Konstantinova YuA, translator. Moscow: Mann, Ivanov and Ferber; 2017. 336 p.
  44. Ambler T. Marketing and the bottom line. Harlow: Pearson Education Limited; 2000. 192 p. Russian edition: Ambler T. Marketing i finansovyi rezul’tat. Maltseva PN, translator. Moscow: Finansy i statistika; 2003. 247 p.
  45. Heinrich B, Klier M, Kaiser M. How to measure data quality? A metric based approach. In: Rivard S. Webster J, editors. Proceedings of the 28th International Conference on Information Systems; 2007 December 10–12; Montreal, Canada. Montreal: AFIS; 2007. p. 1–15.
  46. Jeffery M. Data-driven marketing: the 15 metrics everyone in marketing should know. New York: John Wiley & Sons; 2010. 320 p. Russian edition: Jeffery M. Marketing, osnovannyi na dannykh. 15 pokazatelei, kotorye dolzhen znat’ kazhdyi. Mironov P, translator. Moscow: Mann, Ivanov and Ferber; 2013. 384 p.
  47. Marr B. Key performance indicators (KPI): the 75 measures every manager needs to know. New Jersey: FT Press; 2012. 347 p. Russian edition: Marr B. Klyuchevye pokazateli effektivnosti. 75 pokazatelei, kotorye dolzhen znat’ kazhdyi menedzher. Shavrin AV, translator. Moscow: Laboratoriya znanii; 2014. 340 p.
  48. Davis J. Measuring marketing: 110+ key metrics every marketer needs. Hoboken: John Wiley & Sons; 2013. 320 p.
  49. Churlei EG. Formation of a monitoring system for trend signals in the organisation of the marketing information support process. Journal of the Belarusian State University. Economics. 2021;1:69–85. Russian.
  50. Malhotra NK, Nunan D, Birks DF. Marketing research: an applied approach. New York: Pearson; 2017. 976 p.
  51. Maison D. Jakościowe metody badań marketingowych. Jak zrozumieć konsumenta. Warszawa: Wydawnictwo Naukowe PWN; 2021. 287 s.
  52. Farahutdinov ShF. Sovremennye tendentsii i innovatsionnye metody v marketingovykh issledovaniyakh [Modern trends and innovative methods in marketing research]. Moscow: INFRA-M; 2021. 231 p. Russian.
  53. Moore SS. How to measure customer experience. Gartner [Internet; cited 8 September 2021]. Available from: https://www.gartner.com/smarterwithgartner/how-to-measure-customer-experience/.
Опубликован
2022-06-20
Ключевые слова: метрика, прямая оценка, косвенная оценка, удовлетворенность, лояльность, клиент, путь клиента, система метрик, CJM
Как цитировать
Чурлей, Э. Г. (2022). Формирование системы маркетинговых метрик оценки уровней удовлетворенности и лояльности клиентов. Журнал Белорусского государственного университета. Экономика, 1, 48-64. Доступно по https://journals.bsu.by/index.php/economy/article/view/4511
Выпуск
№ 1 (2022): Журнал Белорусского государственного университета. Экономика
Раздел
M. Деловое администрирование • экономика бизнеса • маркетинг • бухгалтерский учё

Copyright (c) 2022 Журнал Белорусского государственного университета. Экономика

Лицензия Creative Commons

Это произведение доступно по лицензии Creative Commons «Attribution-NonCommercial» («Атрибуция — Некоммерческое использование») 4.0 Всемирная.

Авторы, публикующиеся в данном журнале, соглашаются со следующим:

  1. Авторы сохраняют за собой авторские права на работу и предоставляют журналу право первой публикации работы на условиях лицензии Creative Commons Attribution-NonCommercial. 4.0 International (CC BY-NC 4.0).
  2. Авторы сохраняют право заключать отдельные контрактные договоренности, касающиеся неэксклюзивного распространения версии работы в опубликованном здесь виде (например, размещение ее в институтском хранилище, публикацию в книге) со ссылкой на ее оригинальную публикацию в этом журнале.
  3. Авторы имеют право размещать их работу в интернете (например, в институтском хранилище или на персональном сайте) до и во время процесса рассмотрения ее данным журналом, так как это может привести к продуктивному обсуждению и большему количеству ссылок на данную работу. (См. The Effect of Open Access).