CONCEPT MODEL OF CREATION AND EVALUATION OF THE DEGREE OF FOCUS-ON-CLIENTS OF THE ENTERPRISE

• Main Author: Ladygina Ekaterina Evgen'evna
• Format: Article
• Language: English
• Published: Moscow State University of Civil Engineering (MGSU) 2017-03-01
• Series: Vestnik MGSU
• Subjects: focus on clients; degree of focus on clients; factors of external and internal environment; parameters of focus on clients; strategic map of marketing; reserved potential; innovative management technologies; quality of aftersales service
• Online Access: http://vestnikmgsu.ru/index.php/archive/article/download/3616

This article considers the problem of ensuring competitive capacity of an enterprise, and identifies the reserves for increasing it. The focus-on-clients of an enterprise was identified to be the main direction for increasing the competitive capacity. This article features the parameters for assessment of the degree of focus-on-clients of an enterprise, as well as formulae for the said assessment. It also presents methods to evaluate the priority of the criteria. The article contains the model created for evaluating the development of focus-on-clients of the enterprise. This model allows to assess the parameters that influence the degree of focus-on-clients, priority of such parameters, and identify the reserves for improving them. In particular, method for calculating quantitative parameters by converting qualitative parameters into quantitative was introduced. In addition, plan of activities aimed at improving the degree of focus-on-clients and, therefore, competitive capacity of the enterprise, is presented. The article features formulae, functional relations, and calculation of all parameters as well. The model for assessment and development of focus-on-customers presented in the work defines the degree of conformance between the selected strategy and accounting for consumers' preferences when the plan of activities aimed at ensuring competitive capacity of the enterprise is implemented.