Kseniia A. Chursina

Place of work

Peoples' Friendship University of Russia

Author's articles(1)

Ecosystem as a Tool of Consumer Loyalty in Russia



the chapter considers the main approaches to consumer loyalty in the realities of modern marketing. taking into account innovative methods and tools. Today, the mechanisms of loyalty formation are becoming more complex and motivation factors are shifting from economic to communication. An innovative approach is considered in detail, when the ecosystem is considered as a unique format for the complex solution of most tasks related to the formation of loyalty. The experience of the leading Russian ecosystems of Yandex and Sberbank in the formation of loyalty is analyzed, recommendations for the...