Scientific Justification of the Conceptual Aspects of the Customer-Oriented Approach

Abstract

The purpose of the article is to generalize and systematize the theoretical foundations of the modern marketing paradigm for the development of recommendations for the formation of conceptual aspects of a customer- oriented approach to company management. Methodology. The information base of the research is official analytical data of world organizations and the results of scientific developments of leading foreign and domestic scientists. The following methods were used: abstraction, morphological and semantic analysis; induction and deduction; comparison and systematization; logical generalization. The results. The peculiarities of the formation and development of a customer-oriented approach to company management are determined. Different approaches of scientists to the market orientation of the company and the orientation of the company to the customer are characterized. It has been proven that the creation of a customer-oriented company management system is dictated by changes in the modern market. The prerequisites for the transition of companies to a customer-oriented approach (technological (globalization, information revolution, digital transformation); economic and methodological) are clarified. The factors contributing to the appearance of components of customer orientation have been identified. The essence of the concept of customer orientation was deepened. Its components, subjects and objects were revealed. The principles, goals, tasks and functions of customer orientation are characterized. Groups of characteristic features of the scientific category “customer orientation” are provided (human capital and management; operational model and business processes; model of business (or business- model)). It has been substantiated that the key measure of value is customer satisfaction, and the key measure of obtaining additional profits is customer profitability. Scientific novelty. The article proposes a deepening of the conceptual approach to the disclosure of the content of the company’s customer orientation. The information obtained is the basis for forming a competitive strategy and building a new business model of the company, which will ensure its successful operation on the market. Theoretical and (or) practical significance. The use of the proposed conceptual model will contribute to the creation of additional value by companies; will ensure preservation / creation of additional competitive advantages and obtaining of additional profit.