Journal of Economics, Entrepreneurship and Law Journal of Economics, Entrepreneurship and Law Экономика, предпринимательство и право 2222-534X BIBLIO-GLOBUS Publishing House 121368 10.18334/epp.14.7.121368 UUAXPX Articles Статьи Research Article The role of omnichannel support in building brand loyalty Роль омниканальной поддержки в формировании лояльности к бренду https://orcid.org/0000-0001-6009-26034714-8762 Syropyatov Vladimir Valeryevich Сыропятов Владимир Валерьевич

аспирант

 C4ward@ya.ru St Petersburg State University Санкт-Петербургский государственный университет 30 07 2024 14 7 VOL 14, NO7 (2024) ТОМ 14, №7 (2024) 3755 3776 08 07 2024 09 07 2024 Copyright ©; 2024, Syropyatov V.V. Copyright ©; 2024, Сыропятов В.В. 2024 Syropyatov V.V. Сыропятов В.В. https://1economic.ru/lib/121368

The article is devoted to the analysis of the role of omnichannel support in building brand loyalty. The article examines the theoretical foundations of the omnichannel approach and brand loyalty, as well as the mechanisms of their relationship. Based on a systematic literature review and analysis of real-world cases, the key characteristics of omnichannel support that help build customer loyalty were identified. Special attention is given to the integration of communication channels, the personalization of interactions, and the creation of a seamless customer experience. The results of the study demonstrate the positive impact of the omnichannel strategy on the components of brand loyalty, including behavioral and emotional components. It was found that the effective implementation of omnichannel support helps to increase customer satisfaction, strengthen their emotional attachment to the brand and increase the frequency of repeat purchases. Based on the data obtained, recommendations for the implementation of an omnichannel approach to strengthen customer loyalty were developed. The research contributes to the development of theoretical ideas about the relationship between omnichannel and brand loyalty and provides practical tools to optimize the strategy of interaction with customers in a modern business environment.

Данное исследование посвящено анализу роли омниканальной поддержки в формировании лояльности к бренду. В работе рассматриваются теоретические основы омниканального подхода и лояльности к бренду, а также исследуются механизмы их взаимосвязи. На основе систематического обзора литературы и анализа практических кейсов выявлены ключевые характеристики омниканальной поддержки, способствующие укреплению лояльности клиентов. Особое внимание уделяется таким аспектам, как интеграция каналов коммуникации, персонализация взаимодействия и создание бесшовного клиентского опыта. Результаты исследования демонстрируют положительное влияние омниканальной стратегии на составляющие лояльности к бренду, включая поведенческие и эмоциональные составляющие. Выявлено, что эффективная реализация омниканальной поддержки способствует повышению удовлетворенности клиентов, усилению их эмоциональной привязанности к бренду и увеличению частоты повторных покупок. На основе полученных данных разработаны рекомендации по внедрению омниканального подхода с целью укрепления лояльности клиентов. Исследование вносит вклад в развитие теоретических представлений о взаимосвязи омниканальности и лояльности к бренду, а также предоставляет практические инструменты для оптимизации стратегии взаимодействия с клиентами в современной бизнес-среде.

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