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

Institutional aspects of state regulation of interrelations of subjects of the electric energy market

The article identifies tendencies of development of international electric energy markets. It marks out the role of well-organised functioning of the electric energy market for maintaining the energy security of the country under complex conditions of Ukrainian economy transformation under the influence of geopolitical changes, financial, economic and social factors. It justifies important role of the state in realisation of the regulating impact through mechanisms of institutional support of production, transportation and supply of electric energy; it focuses on imperfection of the existing system of institutes of this sphere, which determine harmonicity of the electric energy buy and sell process. Based on the system analysis of the institutional foundation, which reflects principles and essence of regulation of the electric energy market and interrelations of its subjects, the article generalises problems of the modern regulatory and legal base and realisation of strategic programmes of development in the context of formation of relations between the energy market participants, which would facilitate renovation of state regulation. The article marks out key directions of solution of topical issues of institutional support of activity of electric energy market participants, the most urgent of which are problems of the tariff policy, alternative energy development, financial discipline and technical state of fixed assets of the electric energy complex. The article puts in order the system of contractual relations of subjects of the electric energy market, which allows formation of the scientifically justified approaches in the direction of improvement of the organisational structure of the energy market and introduction of measures on increase of efficiency of regulating actions by the state