Marketing and Consumer Loyalty Management in Digital Ecosystems: Theoretical Frameworks and Practical Mechanisms

Alsu Nabieva; Leonid DASHKOV; Bulat N. Karimov

doi:10.29039/2409-6024-2026-14-6-449-463

VAK Russia 5.2.1 UDC 339.138 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

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MARKETING AND CONSUMER LOYALTY MANAGEMENT IN DIGITAL ECOSYSTEMS: THEORETICAL FRAMEWORKS AND PRACTICAL MECHANISMS Marketing and Consumer Loyalty Management in Digital Ecosystems: Theoretical Frameworks and Practical Mechanisms

АА Аа

Published in Russian Journal of Management · Volume 14, Issue 6 · Pages 449–463 · Rubric: Marketing and logistics

DOI: https://doi.org/10.29039/2409-6024-2026-14-6-449-463

Received: 16.07.2026 Accepted: 16.07.2026 Published: 23.07.2026

Authors

Alsu Nabieva

Leonid DASHKOV

Bulat N. Karimov

Alsu Nabieva

Academic degree: doctor of economic sciences

Science rang: professor

Russian University of Cooperation Rector · Moscow

Leonid DASHKOV

Academic degree: doctor of economic sciences

Science rang: professor

Rossiyskiy universitet kooperacii professor kafedry · Russian Federation · Москва

Izdatel'sko-torgovaya korporaciya «Dashkov i K°» general'nyy direktor · Russian Federation · Москва

Bulat N. Karimov

Academic degree: doctoral candidate of economic sciences

Mediko-biologicheskiy universitet innovaciy i nepreryvnogo obrazovaniya docent · Russian Federation

Federal'nyy medicinskiy biofizicheskiy centr im. A.I. Burnazyana Federal'nogo mediko-biologicheskogo agentstva Rossii Russian Federation

ABSTRACT

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.

KEYWORDS

digital ecosystems, loyalty management, marketing technologies, ecosystem loyalty, marketing metrics, customer experience, subscription models, seamless index.

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This work is licensed under Creative Commons Attribution-NonCommercial 4.0 International

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Chief editor

Aleksandr Suglobov

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Deputy Editor-in-chief

Aleksey S. Mindrin

Publishing editor

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nn2209@mail.ru +7(915)259-03-86

This work is licensed under Creative Commons Attribution-NonCommercial 4.0 International Creative Commons

GOST

Nabieva A. R., DASHKOV L. P., Karimov B. N. Marketing and Consumer Loyalty Management in Digital Ecosystems: Theoretical Frameworks and Practical Mechanisms // Russian Journal of Management. 2026. no. 6. pp. 449-463. DOI: https://doi.org/10.29039/2409-6024-2026-14-6-449-463. (Date of access 21.09.2026).

MLA

Alsu Nabieva, DASHKOV L. P., Karimov B. N.. "Marketing and Consumer Loyalty Management in Digital Ecosystems: Theoretical Frameworks and Practical Mechanisms." Russian Journal of Management 14.6 (2026): 449-463. DOI: https://doi.org/10.29039/2409-6024-2026-14-6-449-463.

APA

Nabieva A. R., DASHKOV L. P., Karimov B. N. (2026). Marketing and Consumer Loyalty Management in Digital Ecosystems: Theoretical Frameworks and Practical Mechanisms. Russian Journal of Management, 14(6), 449-463. https://doi.org/10.29039/2409-6024-2026-14-6-449-463

Chicago

Alsu Nabieva, DASHKOV L. P., Karimov B. N.. "Marketing and Consumer Loyalty Management in Digital Ecosystems: Theoretical Frameworks and Practical Mechanisms." Russian Journal of Management 14, no. 6 (2026): 449-463. https://doi.org/10.29039/2409-6024-2026-14-6-449-463.

WIKI

{{cite journal | author = Nabieva A. R., DASHKOV L. P., Karimov B. N. | title = Marketing and Consumer Loyalty Management in Digital Ecosystems: Theoretical Frameworks and Practical Mechanisms | journal = Russian Journal of Management | year = 2026 | volume = 14 | issue = 6 | pages = 449-463 | doi = 10.29039/2409-6024-2026-14-6-449-463 }}

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MARKETING AND CONSUMER LOYALTY MANAGEMENT IN DIGITAL ECOSYSTEMS: THEORETICAL FRAMEWORKS AND PRACTICAL MECHANISMS Marketing and Consumer Loyalty Management in Digital Ecosystems: Theoretical Frameworks and Practical Mechanisms

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