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Liburkina L. M.

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Client-Centricity: the Basic Approaches to Definition
Trushkina N. V., Rynkevich N. S.

Trushkina, Nataliia V., and Rynkevich, Natalya S. (2019) “Client-Centricity: the Basic Approaches to Definition.” Business Inform 8:244–252.
https://doi.org/10.32983/2222-4459-2019-8-244-252

Section: Management and Marketing

Article is written in Russian
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UDC 005:658

Abstract:
The article identifies the key prerequisites for establishing and explores the evolution of development of the conception of сlient-сentricity. It is determined that the majority of researchers identify сlient-сentricity with such concepts as: customer сentricity, customer orientation, market orientation, client loyalty, client-oriented approach, management of relationships with clientele, value, culture of service, satisfaction of wants and demands by clientele in general, meeting specific needs of an individual consumer. The scientific approaches to the formulation of the term of «сlient-сentricity» are conventionally systemized according to the following classification groups: strategy or paradigm (modern business management philosophy; strategy or paradigm of conduct of business; paradigm of management; conception of enterprise management; characterization of a business; strategic direction of the enterprise?s activities); instrument (set of instruments for quality logistics service; instrument for management of relationships with clientele); marketing conception (priority of marketing strategy of enterprise; conception of relationship marketing; marketing activity); approach to management of relationships with clientele (evaluation of client loyalty; client experience; degree of compliance of organization with consumer expectations; result of efforts); component of organizational culture (key competence of enterprise; ability of company; skill; part of organizational culture, range of beliefs). On the basis of a theoretical generalization of existing scientific developments as to the conceptual apparatus, the authors? own interpretation of the term of «сlient-сentricity» is suggested as follows: an instrument for transforming the system of management of consumer relationships, an efficient form of the enterprise-to-consumer partnership in the context of the conception of relationship marketing.

Keywords: сlient-сentricity, theoretical approaches, systematization, consumer relationship management, transformation, digital space, ingredients of effect.

Fig.: 2. Tabl.: 2. Bibl.: 41.

Trushkina Nataliia V. – Candidate of Sciences (Economics), Senior Research Fellow, Sector of Industrial Policy and Innovative Development of the Department of Industrial Policy and Energy Security, Research Centre for Industrial Problems of Development of NAS of Ukraine (2 floor 1-a Inzhenernyi Ln., Kharkiv, 61166, Ukraine)
Email: [email protected]
Rynkevich Natalya S. – Assistant, Department of Finance and Marketing, Prydniprovska State Academy of Civil Engineering and Architecture (24a Chernyshevskoho Str., Dnipro, 49600, Ukraine)

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