The Concept of Consumer Activity as an Approach to the Formation of a Customer Behavior Management System

Abstract

The article is devoted to the actual problem of improving the management of customer behavior, the importance of which has been increasing in recent years due to the increasing need for business customization to strengthen competitiveness on the market. The author's interpretation of the category «customer behavior management system» is given. The approach to the formation of an effective structure of the management system based on the integration of the concept of stimulating consumer activity is justified. The application of the proposed approach is illustrated by the example of a car holding dealer company to solve the problem of building the architecture of a corporate customer behavior management system.