Methodological approaches to optimize customer loyalty
In the present article, the authors attempted to develop methodological approaches to optimizing the process of managing customer loyalty by an organization that supplies goods (services) in the market. Based on the assessment of the main factors affecting customer loyalty, the authors developed a methodology for managing customer loyalty in a financial institution, which is based on stages and business processes that require the use of organizational approaches to managing customer loyalty. Moreover, the authors attempted to adapt this methodology to manage customer loyalty in the process of building relationships within the organization of the supplier of goods (services) - the organization of the consumer (client). In addition to the proposed methodology, the authors modeled the relationship, where the actions of the manager in various situations, possible scenarios and optimal solutions were proposed.