Increasing customer focus in metal trading

Arman Islamgaleyev (), Mariana Petrova (), Gulnara Kurenkeyeva (), Sholpan Shalbayeva () and Aizhan Kadirbergenova ()
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Arman Islamgaleyev: VUZF University (Higher School of Insurance and Finance), Bulgaria
Mariana Petrova: St. Cyril and St. Methodius University of Veliko Turnovo, Bulgaria
Gulnara Kurenkeyeva: Almaty Management University, Kazakhstan
Sholpan Shalbayeva: Almaty Management University, Kazakhstan
Aizhan Kadirbergenova: Almaty Management University, Kazakhstan

Entrepreneurship and Sustainability Issues, 2020, vol. 8, issue 1, 604-617

Abstract: Customer focus is a diverse and multifaceted concept and is an important element of organizational culture, closely related to the marketing function. Its various components are more significant for companies and have a different impact on formation of their customer orientation. The identification of the CF elements that are significant in managing consumer expectations in this context of distribution helps companies focus on specific characteristics, which means being more efficient and resonating with the largest number of target market customers. This article is part of a study to increase the level of corporate bonds in metal trading, and was carried out at enterprises of Kazakhstan, in the metal business.

Keywords: customer focus; satisfaction; CRM; loyalty; commitment; services (search for similar items in EconPapers)
JEL-codes: L90 M10 M30 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:8:y:2020:i:1:p:604-617

DOI: 10.9770/jesi.2020.8.1(42)

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