Uryaseva T.I., Kalugina S.A., Cheglov V.P.Published in:
Russian Journal of Entrepreneurship
– Volume 19, Number 3 (March 2018)

JEL classification: L21, M30, M31

Keywords: assessment of quality of trade service, evaluation of consumer satisfaction, marketing indicators, methods of marketing research, methods of sales promotion


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Abstract:

The consumer satisfaction index is one of the strategic indicators on the basis of which a trading company can predict changes in its market position. An objective assessment of this indicator requires full-scale market research, which is associated with high costs of resources of a trading enterprise, which is not always justified. In some cases, the commercial enterprise can determine the decrease in the level of customer satisfaction based on "leading indicators". Depending on the value of the leading indicators, it is possible to justify the choice of research methods that will require significantly less resources associated with their implementation. To assess consumer satisfaction, the author identifies: strategic and tactical approaches; substantiates the choice of methods for conducting such an assessment depending on the value of key marketing indicators; considers the mechanisms for maintaining consumer satisfaction and loyalty used in various types of promotions.

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