Formation of the strategy of managing the relationships of trade organizations with customers

The relevance of the research topic is determined by the fact that in modern conditions the price and quality parameters of the goods offered on the market are aligned, and this predetermines the transition of trade organizations from a product-oriented concept based on the quality of the goods offered to customers and its uniqueness to a customer-oriented concept of doing business when satisfaction becomes a priority personalized customer needs while maintaining the interests of the company. Changing the paradigm of doing business requires that the management of the organization develop new strategies that are effective in the changing competitive environment. The aim of the study is to develop a methodology for the formation of a competitive strategy for managing the relationship of a trade organization with customers, implemented on the basis of the principle of choice of alternatives. General methods of theoretical and empirical research are used: generalization, analysis and synthesis, induction, structural-functional method, system approach...