Service markets'' Digitalization and customer loyaly

The article highlights the influence of economy digitalization process on customer behavior from the perspective of customer loyalty generation as a critical factor for creating competitive advantages for business in the era of global digital economy. Preconditions of the relationship marketing implementation in the context of digitalization processes were researched and a brief characteristic of relationship marketing strategies was given. The article justifies the evolution processes of customer value in digital environment and on the basis of e-services market analyzes the need to implement new marketing tools for building relationships with customers that would address the features of online customer behavior. The article also highlights some distinct differences between the traditional services and e-services, which should be considered when designing and implementing efficient approaches for involving customers in value creation processes.