Vartanova M. L. Factors of maintaining consumer loyalty in the context of increasing globalization processes. Natural sciences and humanities research. 2021. No. 35 (3). Pp. 94-97.

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Abstract

In modern conditions, characterized by the increasing processes of globalization of all spheres of human activity, it is becoming increasingly difficult to influence people's behavior and meet their needs. An individual approach is necessary, taking into account human nature, which is aimed at relationship marketing, designed to build long-term mutually beneficial relationships between partners, taking into account the influence of other people's opinions on consumers of goods and services. In this study, loyalty is interpreted as a complex externally and internally determined process, which involves the identification and analysis of a complex system of factors that form it. The study of the factors that determine loyalty involves the analysis of external socio-economic and situational-objective determinants, as well as internal conditions for the emergence and formation of loyalty.