Наукові статті

Marketing сommunication during the crisis: strategies for customer recovery and retention

Васюта, В.Б.

During an economic crisis, customers’ purchasing ability decreases, and company revenues become unpredictable. However, the crisis is not always a negative phenomenon and a profit decline but a chance to improve the company’s performance. Innovativeness, client orientation, customer retention, and close interaction with them are key to business development success. The article complemented the theoretical aspects of crisis management. It also substantiates the importance of strategic marketing and the formation of marketing strategies in crisis management. The authors highlighted the causes of customer outflow and the increasing importance of customer retention. The paper identified and substantiated the basic principles and methods of building an anti-crisis marketing strategy for customer recovery and retention. The authors indicated the main goal of the strategy, which is to increase profits and reduce the cost of attracting new customers. They also described the indicators for evaluating the customer retention process. The study analyzed the concepts, strategies, and tools for customer recovery, retention, and acquisition and identified their features. Their application in the practical activities of a company during a crisis period was grounded in overcoming crises and promoting successful company operations in the current and future periods.

English

2023

anti-crisis marketing

Economic Affairs

Marketing сommunication during the crisis: strategies for customer recovery and retention / Andrii Dligach, Sergiy Tegipko, Iryna Zamula, Tetiana Arestenko, Viktoriia Vasiuta // Economic Affairs. – 2023. – Vol. 68, No. 04. – P. 2239-2247. – URL : DOI: 10.46852/0424-2513.4.2023.32