ANALYSIS OF CUSTOMER LOYALTY FACTORS IN THE BUSINESS MARKET OF UKRAINE (USING THE EXAMPLE OF THE BAKING INDUSTRY)

Abstract

The current state of loyalty of Ukrainian customers in the market of industrial goods in the segment of baking technological solutions is analyzed in this article. Key factors that determine the level of satisfaction and loyalty of business customers to suppliers of innovative technological solutions for the baking industry of Ukraine are identified. The study analyzes several factors that affect customer loyalty to the goods and services of the “Enzym” company and the “Innovative Center for Baking “Khlibny Dim”, which is a separate strategic business unit of the enterprise. As part of the scientific study, a sociological survey of 50 customers was conducted and key determinants of loyalty were identified, among which a special place for Ukrainian buyers is occupied by: stable quality, technological efficiency and professional service. It is proven that the transparency of the pricing policy, the diversity of the assortment and the convenience of packaging significantly affect the emotional component of loyalty, forming a sense of trust and orientation to customer needs. Several issues regarding the transparency and validity of the pricing policy of the business unit “Innovative Center for Baking “, Khlibnyi Dim” were identified. The need for expanding the range and optimizing packaging forms to better meet customer needs was proven. A comprehensive approach to further research is proposed, which includes: an in-depth analysis of the relationship between the level of customer satisfaction with individual aspects of cooperation (price, range, quality, service) and the integral loyalty indicator; building a customer satisfaction assessment model based on fuzzy logic or machine learning methods; researching the perception of prices by key customer segments and benchmarking the range of the “Innovative Center for Baking “Khlibny Dim” of the Enzym company.