Theoretical and Methodological Aspects of Assessing Consumer Loyalty as an Objective Condition for Development of Entrepreneurship

The aim of the article is to justify the theoretical and methodological approaches to assessing consumer loyalty based on an integrated assessment of determinants of influence on the level of satisfaction of consumers and their willingness to recommend products or services of a particular company. There analyzed existing approaches to assessing consumer loyalty that imply distinguishing among behavioral, affective, and complex loyalty, which correspond to the ideas about the value orientation of human development. It is established that loyalty is based on the positive experience of consumers after they purchase products or use the services of enterprises, including small and medium-sized ones. There systematized consumer loyalty indicators, which can be attributed to loyalty behavior, perceived loyalty, as well as comprehensive loyalty indicators. It is proposed to use Net Promoter Score (NPS) as an integral indicator of complex loyalty, which allows studying consumers’ attitude to a company, product, service. The advantage of the proposed approach is its versatility, since this indicator allows for obtaining a comprehensive assessment of a company’s activities on the market and the quality of its consumer service. A promising direction for further research in this area is the formation of an integrated mechanism for managing loyalty of an enterprise’s consumers using modern marketing concepts. Further development of relationship marketing will allow forming a totality of consumers loyal to the company’s products and brand, which will positively affect its growth prospects and achievement of its strategic goals

Paradigm towards ensuring of energy saving in the crisis management conditions in the aspect of sustainable environmental development

The aim of the article is to develop the theoretical foundations of energy saving as a factor in achieving the goals of sustainable environmental development on the principles of crisis management. The growth in the volume of energy consumption in the world is accompanied by the increase in anthropogenic pressures on the environment and humans and actualizes the issue of achieving sustainable environmental development of the society while reducing the resources use and solving environmental problems. Based on the use of economic and mathematical methods it is substantiated the feasibility of household consumers to use three-phase meters and it is proved the need to switch to a combined electric heating system which allowed to stimulate the electricity users to use electricity economically and solve the problem of load leveling in accordance with the crisis management principles. In practice, the implementation of the proposed activities will make it possible to activate the transition of household consumers to a differentiated tariff and achieve the goals of crisis management and environmental efficiency