Russian Federation
Izdatel'sko-torgovaya korporaciya «Dashkov i K°» (general'nyy direktor)
Russian Federation
Federal'nyy medicinskiy biofizicheskiy centr im. A.I. Burnazyana Federal'nogo mediko-biologicheskogo agentstva Rossii
VAK Russia 5.2.3
VAK Russia 5.2.4
VAK Russia 5.2.5
VAK Russia 5.2.6
VAK Russia 5.2.7
UDC 339.138
The relevance of the research topic is due to the strong transformation of the market environment caused by the expansion of digital ecosystems, which has led to a qualitative change in business interaction with consumers, where classic marketing loyalty management tools need to be reviewed. The traditional model of consumer loyalty was formed mainly within the framework of one product category and one sales channel. Nowadays, in the era of digital platforms and ecosystems, consumers find themselves included in an integrated environment that combines financial, trading, entertainment, transportation and other services under a single trade name or brand. The authors aim to systematize marketing technologies for loyalty management in digital ecosystems and develop proposals for adapting metrics for assessing "ecosystem loyalty." The research methodology is based on a systematic review and analysis of scientific publications, as well as a generalization of practical cases of Russian ecosystems. In the article, the authors identify key marketing technologies that transform loyalty management in ecosystems, such as end-to-end customer identification, subscription models, seamless user experience, and big data analytics. The limitations of traditional metrics (NPS, CSAT, Churn Rate) in the ecosystem context were identified, and an integral metric, the seamless index, was proposed to assess ecosystem loyalty. The practical significance of the conducted research lies in the fact that the proposed metric can be used by Russian companies to audit and optimize their own loyalty programs in the context of digital business transformation.
digital ecosystems, loyalty management, marketing technologies, ecosystem loyalty, marketing metrics, customer experience, subscription models, seamless index.
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