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This study is aimed at the scientific substantiation of theoretical and methodological approaches to the study of customer orientation exercised by retail chains and areas of respective management solutions. The scope of study covers retail chains using methods of economic indicators comparative analysis. Despite the variety of theoretical and methodological approaches to the formation of customer and employee orientation in company management, theoretical and methodological provisions are necessary, including approaches to managing labor efficiency of retail chains, a personnel management system, which makes a customer-oriented approach happen taking into account the specifics of trade services. This paper describes an analysis done on Bakhetle, a regional chain and presents the predicted values according to the employees-oriented labor efficiency model proposed by the authors. The paper defines the terms related to the concept of "customer orientation", offers aspects for how to manage the customer orientation of employees in retail chains based on the principle of authority and responsibility delegation. The methodology for assessing the labor efficiency of retail chains is presented in the format of a model of three main parameters (labor productivity, sale proceeds, and profit). The development of retail services in Russia is widely discussed in theoretical and practical literature. However, Russian undertakings do not sufficiently apply the practice of foreign retailers aimed at optimizing costs and obtaining benefits from the influence of the retail chain. The purpose and objectives of the study arise out of the need to develop theoretical approaches and practical recommendations on how to increase the efficiency of retail companies and increase their competitiveness in the uncertain environment.

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