CONSUMER BEHAVIORAL PATTERNS AS DETERMINANTS OF CUSTOMER CAPITAL AND ENTERPRISE COMPETITIVENESS
Abstract
The article explores the synergistic impact of consumer behavioral pattern transformation and customer experience management on the strategic competitiveness of enterprises operating in a global polycrisis environment. It identifies the key directions of the modern academic discourse regarding the formation of customer capital within the architecture of intellectual business assets, redefining it from a passive social construct into a dynamic economic asset that drives corporate innovation and ensures long-term technological investments. Based on the systematization and statistical analysis of global empirical data from KPMG International for the 2020-2025 period, the paper determines profound structural shifts in the significance of key service determinants of loyalty and the Net Promoter Score (NPS). The empirical findings prove the absolute dominance of personalization as a core retention factor (capturing 20,3% of the total driver weight in 2025) and corporate integrity as a major attraction driver (19,0% in 2025) across all analyzed markets. A three-tier model is proposed for converting dynamic consumer habits into sustainable competitive advantages through the strategic integration of the Total Experience (TX) concept and applied Customer Lifetime Value (CLV) metrics. The paper incorporates a cross-industry analysis based on Customer Experience Excellence (CEE) metrics, revealing that commercial sectors like healthcare (7,90 points) and non-food retail (7,65 points) successfully mitigate economic shocks through advanced Customer Journey Management, while the public sector lags due to the phenomenon of cross-industry transfer of customer expectations. It is established that ensuring competitiveness in a turbulent environment requires a dynamic synergy between the brand's digital architecture and its empathetic interaction with the consumer. It is substantiated that strategic relationship management must be strictly differentiated: attracting new consumers should be based on communicating corporate integrity and ethical ESG values, while retaining the existing customer base requires a strict focus on the radical simplification of the customer journey and deep service personalization.
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