Management mechanism of implementation of the company’s customer retention strategy

The relevance of the study necessitates the formation and implementation of effective management strategies that can adapt to the impact of modern challenges, changes in post-coronavirus consumer behaviour, to new forms and models of interaction between companies and consumers. Thus, based on the analysis of the points of view of domestic and foreign scientists, patterns and trends in changing of consumer behaviour are identified, among which the main ones are the introduction of digital technologies, impact of geopolitical challenges, post-pandemic syndrome of consumers, and activation of their role in the process of developing, purchasing, and consuming companies’ products. The key approaches to the implementation of management strategies are analysed and systematised, the author’s definition of management strategy of customer retention is proposed based on the value-oriented approach. The aim of the study is to develop a management mechanism of implementation of the customer retention strategy. To achieve the aim, the work uses both general research methods, such as grouping and classification, comparative and system analysis, and a pool of management methods, such as construction of the Thompson-Strickland competitive positioning matrix, strategic map of the balanced scorecard, matrix for selecting of management strategies based on the relationship between value consumer characteristics (satisfaction – involvement – loyalty). The results of the study show that, unlike the existing mechanisms, the proposed management mechanism of implementation of the customer retention strategy allows, on the one hand, to improve the efficiency of interaction between the company and consumers, and, on the other hand, to evaluate the performance of the customer base in general and the customer retention efficiency indicator in particular. The formation of a roadmap for implementing the management strategy of retention of clients can be highlighted as an area for the further research based on the management mechanism of its realisation proposed in this study.