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RESEARCH CENTER FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS of Ukraine (KHARKIV, UKRAINE)

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Liburkina L. M.

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Methodological Foundations For Developing a Customer Experience Management Strategy For Retail Enterprises in an Omnichannel Environment
Goloborodko A. Y.

Goloborodko, Alona Yu. (2026) “Methodological Foundations For Developing a Customer Experience Management Strategy For Retail Enterprises in an Omnichannel Environment.” Business Inform 7:527–539.
https://doi.org/10.32983/2222-4459-2026-7-527-539

Section: Management and Marketing

Article is written in Ukrainian
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UDC 339.37:658.8:004.738.5

Abstract:
The article is devoted to substantiating the methodological foundations for developing a strategy to manage the customer experience of retail enterprises in an omnichannel environment. It is noted that in conditions of digitalization, increased competition, and changing consumer behavior models, customer experience becomes a strategic resource that affects brand trust, loyalty, repeat purchases, willingness to recommend, and long-term customer value. The need to move from fragmented evaluations of individual service interactions to holistic management of the customer journey, covering the stages of search, selection, purchase, product receipt, consumption, and after-sales service, is substantiated. The evolution of theoretical approaches to customer experience management is systematized – from relationship marketing and CRM to the experience economy, service-dominant logic, and the conception of co-creating value. The role of the client as an active participant in shaping consumer value has been revealed, and it has been shown that a company cannot fully control the experience but can create conditions for its positive formation through organizing touchpoints, personalization, transparency, information accessibility, and channel consistency. Approaches to evaluating customer experience have been analyzed, and the feasibility of combining the SERVQUAL and EXQ models with the CSAT, CES, NPS, CLI, FCR, and ROX metrics system has been substantiated. This approach allows for simultaneously assessing the quality of service interactions, the level of customer effort, loyalty, problem-solving effectiveness, and the economic return on investment in customer experience. A methodological plateau for customer experience management strategy has been formed, covering theoretical foundations, conceptual paradigms, models and tools, the Ukrainian retail context, a data-driven evaluation system, the strategy implementation cycle, and six maturity levels. For retail enterprises in Ukraine, specific factors shaping the customer experience have been identified: reliability of logistics service, staff motivation, value-driven loyalty, social responsibility, resilience, security, and transparency of communications. The practical significance of the proposed approach lies in its potential use for auditing the customer journey, unifying service standards, integrating CRM, logistics, and analytics systems, as well as identifying ways to increase the maturity of customer experience management.

Keywords: customer experience; customer experience management strategy; omnichannel; phygital retail; customer experience maturity; resilience; retail enterprises.

Fig.: 1. Tabl.: 1. Bibl.: 29.

Goloborodko Alona Yu. – Doctor of Sciences (Economics), Professor, Professor, Department of Logistics and Trade Business, State University of Trade and Economics (19 Kіoto Str., Kyiv, 02156, Ukraine)
Email: [email protected]

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