Description:
In the context of changing consumer preferences, it becomes important to understand not only what consumers expect from an organization, but also which factors have influence on their choices, what drives customer loyalty, formation of long-term relationships with the company, which elements help create a distinctive competitive advantage that is difficult for competitors to imitate. To achieve these goals, mixed research methods are applied: quantitative research, which allow for a systematic evaluation of consumer opinions and satisfaction levels, qualitative methods, which provide an opportunity to more thoroughly reveal customer experiences and expectations. These studies help identify directions for improving product and customer service quality and enable marketing decisions that are oriented toward specific customer segments, have the greatest impact on their behavior, allow for the development of services/products that best meet customer needs and expectations.

Field of Science:
ICT technologies, inclusive and creative society