Factor analysis of the formation of consumer loyalty to a corporate brand

Aim. Analysis and evaluation of factors of consumer loyalty formation to the corporate brand in the sphere of retail trade. Methodology. Scientific methods of observation, description and factor analysis of processes of brand formation of the retail organization were applied. Results. The main content of the study is the analysis and evaluation of factors of consumer loyalty formation to the corporate brand in the sphere of retail trade. The process of creating an attractive corporate image is considered as the result of marketing activities with the wide use of digital technologies and modern means of communication. The influence of the quality of goods and services, customer satisfaction, the image of the organization and its reputation on customer loyalty is studied. It has been established that the main factor of consumer loyalty formation is the quality of products and customer service. The importance of formation of all main components of the image is substantiated, including the image of the brand, product and consumer, as well as the visual and social elements of the image. In order to identify consumer preferences, the use of the quality function deployment matrix is proposed. Research implications. The theoretical significance consists in substantiating the priority of product quality and customer service for the formation of customer loyalty to the brand. The practical significance lies in the possibility of using the obtained results in creating a company’s image in the retail sector