The article highlights the issue of forming and managing customer loyalty in the service sector by using digital tools. The importance of customer loyalty as one of the most powerful components of an ...enterprise’s intellectual capital is emphasized. The types of loyalty are characterized according to the criteria of attitude to the brand (positive/negative) and the frequency of repeated transactions (absolute, hidden, false, zero). Loyalty indicators and how to calculate them are covered: customer retention rate, customer long-term value, Net Promoter Score, customer satisfaction surveys, customer effort evaluation, cause and effect questions, repeated purchases and referrals, engagement. It was noted that among the various types of loyalty (bonus program, fixed discount, temporary discount, multi-level discount program, product as a gift, partner loyalty program, paid loyalty program) the non-commercial program deserves the most attention, because in the long term it forms and testifies to absolute customer loyalty. The main types of loyalty management in the context of digitalization include transactional, social-network, related to the influence on engagement, emotions, consumer behavior, and intentions to recommend a service. It is emphasized that automated systems, such as software for managing business processes and online services for booking procedures, are becoming an integral part of modern beauty salons and offer a wide range of possibilities: online booking for services through a website or mobile application, reminders about visits by messages or e-mail; a calendar of appointments for services with the possibility of synchronization with personal calendars of beauty masters; automatic control of consumables balances, formation of supply orders, cash book management, income and expense accounting, profitability analysis; newsletters about promotions and special offers, maintenance of pages in social networks; storage of information about customers, their preferences, history of visits through the CRM system. The positive consequences of using automation in beauty salons include increasing efficiency and productivity, improving customer service, increasing profitability, expanding marketing and advertising opportunities, improving ratings and reviews, but among the negative ones, we single out dependence on technology, loss of personal contact, and threats to data privacy. A developed set of advertising events with seasonal specialization using online tools (conducting master classes and virtual consultations, seasonal loyalty programs, charity initiatives, promotions for special dates) is presented.
Personal Brand Promotion Model Novikova, Tetyana V.; Khrystoforova, Olena M.; Morozova, Nadiia L. ...
Problemi ekonomìki,
11/2022, Volume:
4, Issue:
54
Journal Article
Peer reviewed
Open access
The purpose of the article is to build a model of the formation of one's own brand, which is based on a wide range of principles of system analysis, and allows to predict the effectiveness of the ...decisions made. The article proves that for the effective formation and promotion of a personal brand, one should understand the purpose and functions of its formation, take into account all the conditions that can affect it, and master the tools and methods of brand management. The work proposes the formation of an algorithm for creating one's own brand under the influence of all possible factors and conditions. It is noted that the conditions for the formation of a personal brand are formed based on five levels of perception of the personality by the surrounding people: emotional, personal, behavioral, level of uniqueness and personal identification. It has been studied that the main goal of forming a personal brand can be called the creation and strengthening of an image, as well as increasing recognition to raise popularity among the audience. In order to achieve all the goals and tasks set, the tools of forming a personal brand are grouped in the work. In addition, the article discusses special paid and free services, as well as auxiliary tools for successful brand promotion in social networks. It was determined that the success of forming a personal brand depends on the effectiveness of the chosen methods of brand management and the developed algorithm for forming a personal brand. In general, it is proposed to distinguish three stages in the brand formation algorithm: choosing a niche and target audience, analyzing competitors and creating a brand promotion strategy. The article states that the task of evaluating or forecasting brand efficiency can be accomplished using four approaches, the most qualitative of which is the use of econometric modeling. A linear regression model was chosen for adequate processing of the entire set of indicators involved at this stage of the research, and the R-Studio software was used for its construction, which is a universal means of automating many marketing tasks. At the last stage of the work, target indicators were predicted depending on influencing factors. The performed econometric analysis proved the feasibility of using the developed model for more effective management of a personal Instagram page. The developed model made it possible to predict the most successful day and time of publication of the corresponding type of content.
PDF