CUSTOMER SERVICE AS A TOOL FOR BUILDING CUSTOMER CAPITAL IN THE FOOD RETAIL SECTOR

Abstract

The article examines the importance of customer service as a key instrument for forming and strengthening customer capital in the competitive environment of the food retail sector. It is shown that customer capital is shaped by three main components—value capital, brand capital, and relationship (partner) capital—which together reflect the long-term interaction between the consumer and the enterprise and determine the level of customer loyalty. The study identifies the factors that influence the development of customer capital, including service quality, convenience, the use of digital technologies, personalised interaction, and the presence of an effective loyalty programme. The transition from traditional service formats to a modern omnichannel model is characterised, demonstrating how the integration of online and offline communications enables the creation of a holistic customer experience. The article systematises contemporary tools for managing customer relationships, including CRM systems, digital applications, personalised offers, service evaluation metrics (such as NPS and CSAT), and mechanisms for collecting customer feedback. Special attention is given to analysing the customer service practices of Silpo-Food LLC, which actively fosters emotional engagement through thematic store design, in-house production, a developed system of digital services, and its loyalty programme. Based on survey results of young consumers, the study identifies factors influencing customer satisfaction that are significant for further improvement of customer-oriented systems. The findings indicate the necessity of enhancing the service system by considering both emotional and rational aspects of the customer experience. The article provides recommendations for improving customer service management, optimising digital tools, strengthening the value proposition of the loyalty programme, and integrating service policy into the overall strategic development of retail enterprises. Implementing these approaches will contribute to the growth of customer capital, increased consumer loyalty, and the strengthening of retailers’ competitive positions in the long term.