MANAGEMENT OF ONLINE CONSUMER LOYALTY AS AN OBJECTIVE CONDITION FOR ADAPTIVE DEVELOPMENT OF A TRADE ENTERPRISE IN THE CONTEXT OF DIGITALISATION

Abstract

Ukraine's integration into the global economic system raises the issue of adaptive development of each business entity in all areas of activity, among which trade enterprises play a predominant role. In the information society, the Internet is transforming from a communication channel into an environment for consumers to stay and interact. Knowledge of the level of consumer loyalty and the determinants of consumer choice is key to determining the prospects and opportunities for development, as it allows forming a theoretical basis for determining certain levers of adaptation and understanding how to increase consumer loyalty to achieve the desired state of the trade enterprise. The art of managing the adaptive development of a trade enterprise in modern conditions is to harmonise business with digital transformations. The management of a trade enterprise should adequately assess the potential of adaptive development in terms of opportunities to increase the level of online consumer loyalty. The study defines the essence of digital business transformation and notes the need for appropriate adaptation of business processes in accordance with the requirements and needs of modern consumers in the implementation of processes of adaptation of a trade enterprise to modern transformations. The article develops a circular model of adaptation of enterprise activity in accordance with the requirements and requests of the consumer, the main stages of which are as follows: analysis of the actual state of a trade enterprise → formation of a development strategy and development of alternative plans (optimistic, realistic and optimistic) → design of a new generation operational business model → changes and adaptation of business processes. A system of factors influencing the formation of online consumer loyalty has been formed as a basis for the formation of a successful adaptation strategy for enterprise development and building adaptive models of enterprise behaviour in the market. An approach to managing online consumer loyalty is proposed, which allows not only to determine the direction of adaptive development of a trade enterprise, but also creates an opportunity to carry out a comprehensive analysis of the value proposition (product, pricing and communication policies, website and staff usability), optimise consumer efforts in terms of: collecting information about the product, selecting, processing and delivering the product and its consumption, which will contribute to the formation of a positive consumer experience, increase trust in the retailer and the level of customer satisfaction.