RESEARCH ON CONSUMER LOYALTY IN THE ENERGY SERVICES MARKET

Abstract

The present article aims to consider the issues of customer loyalty in the energy services market based on materials from the Private Joint-Stock Company Novyi Rozdil Mining and Chemical Enterprise "Sirka". The relevance of the study is due to the growing competition in the energy sector and the need to form stable relationships with customers to ensure the long-term success of companies. The article provides a comprehensive analysis of the key factors influencing customer loyalty, including the quality of services, the affordability of tariffs, customer focus, transparency of communication, social responsibility and innovation. The study determines that to enhance customer loyalty, the Private Joint-Stock Company Novyi Rozdil Mining and Chemical Enterprise "Sirka" should prioritise innovation, augment investments in infrastructure development and refine service quality. This strategy would help to address the competitive challenges faced by the company and enhance customer confidence. In order to effectively manage service quality and identify areas for improvement, companies need to constantly monitor customer needs and expectations. A comparative analysis of the indicators of the Private Joint-Stock Company Novyi Rozdil Mining and Chemical Enterprise "Sirka" with the main competitors, coupled with the results of the marketing research, was undertaken in order to identify the strengths and weaknesses of the company. The analysis revealed that 70% of consumers expressed satisfaction with the quality of services. However, concerns regarding the transparency of tariffs, the responsiveness to requests, and the innovation level were also identified. In order to increase customer loyalty, Private Joint-Stock Company Novyi Rozdil Mining and Chemical Enterprise "Sirka" has proposed a number of measures, including the launch of an online tariff calculator, the introduction of support programmes for vulnerable customers, increased communication through modern channels (social media, chatbots), and participation in social and environmental initiatives. The implementation of these measures is intended to enhance the quality of service, ease of interaction, and cultivate a favourable image of the company. The findings emphasise the significance of investing in innovative technologies, cultivating social responsibility, and perpetually monitoring customer needs to ensure their long-term loyalty and enhance the company's competitiveness in the energy services market.