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Liburkina L. M.

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Customer Orientation as a Strategic Paradigm of Modern Marketing
Shurpenkova R. K.

Shurpenkova, Ruslana K. (2026) “Customer Orientation as a Strategic Paradigm of Modern Marketing.” Business Inform 2:463–470.
https://doi.org/10.32983/2222-4459-2026-2-463-470

Section: Management and Marketing

Article is written in Ukrainian
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UDC 658.8:658.14:658.89

Abstract:
The aim of this article is to examine models and practices of customer orientation in both international and Ukrainian contexts, to identify the stages of implementing a customer-oriented strategy, and to outline prospects for further research in this field. The article discusses theoretical foundations, international models, and Ukrainian practices in developing a customer-oriented strategy within enterprises amid the transformation of the modern business environment. Customer orientation is considered a systemic management paradigm that integrates organizational culture, process architecture, information infrastructure, and staff management to create long-term value for customers. Major international models of customer orientation are summarized, including the marketing conception, the CRM approach, customer experience management, and the service profit chain model, all of which reflect the evolution of methods for engaging with customers. Ukrainian cases of implementing customer orientation practices in the banking sector, logistics, e-commerce, and the hotel industry have been analyzed. It was found that common trends include digitalization of services, the development of multichannel communication, process standardization, and strengthening the role of service culture. The stages of implementing a customer-oriented strategy have been substantiated, including diagnosing the current state, strategic planning, business process restructuring, staff development, CRM system implementation, and continuous monitoring of results. Ukrainian customer orientation practices confirm the adaptation of international models to national conditions. Thus, banks, logistics companies, e-commerce enterprises, and the hotel and restaurant sector demonstrate the successful adoption of digital tools, multichannel interaction, and process standardization in service, which contributes to increased customer loyalty. The summary of the results shows that customer orientation is an important factor in shaping competitive advantages and the sustainable development of a company. Promising directions for further research have been identified, related to the quantitative evaluation of the efficiency of customer-oriented strategies, the impact of digital technologies on the customer experience, and the specifics of their implementation characteristic of particular industries.

Keywords: customer orientation, management strategy, marketing, customer experience, service culture.

Tabl.: 3. Bibl.: 12.

Shurpenkova Ruslana K. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Marketing, Ivan Franko National University of Lviv (1 Unіversytetska Str., Lvіv, 79001, Ukraine)
Email: [email protected]

List of references in article

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