The research of the customer journey of users of local treatment facilities made of fiberglass and composite materials using the customer journey map
The current conditions for the functioning of enterprises-manufacturers of local treatment facilities made of fiberglass and composite materials have been given, a significant impact on the performance of which is carried out, first of all, by the development of scientific and technical progress and...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
State Higher Educational Institution “Ukrainian State University of Chemical Technology”
2021-06-01
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| Series: | Економічний вісник Державного вищого навчального закладу Український державний хіміко-технологічний університет |
| Subjects: | |
| Online Access: | http://ek-visnik.dp.ua/wp-content/uploads/pdf/2021-1/Zhuravel.pdf |
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| Summary: | The current conditions for the functioning of enterprises-manufacturers of local treatment facilities made of fiberglass and composite materials have been given, a significant impact on the performance of which is carried out, first of all, by the development of scientific and technical progress and changes in the requirements of consumers of such types of products. The current state of research of approaches to the formation of the customer journey of users of various products and services with the help of modern marketing tools presented in special and scientific literature has been analyzed, the results of which indicate that attention has been paid to these issues and problems. At the same time, regarding the methodological approaches to the formation of the Customer Journey Map, it is advisable to note that such issues are described rather thesis in the recommendations of practitioners-marketers, which, in turn, emphasizes the importance of creating a scientifically grounded basis for application in the practical activities of business entities of different forms of ownership in modern conditions of the Ukrainian market functioning. The essence of the Customer Journey Map marketing technology has been analyzed. The sequence of the Customer Journey Map formation has been generalized. Modern tools for creating a Customer Journey Map have been characterized. The AIDA marketing formula has been proposed to use when a Customer Journey Map building is doing. It has been proposed to supplement the AIDA marketing formula with a loyalty support component. The necessity of using User Scenario and User Story during the construction of the Customer Journey Map has been substantiated. The main groups of consumers of the product “local treatment facilities made of fiberglass and composite materials” have been identified (specific private households; developers; designers; construction organizations; investors; business entities of different forms of ownership and different scales of activity). The User Scenario, User Story and Customer Journey Map have been formed for a specific group of local treatment facilities users “specific private households”. |
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| ISSN: | 2415-3974 2664-2670 |