Development of the architecture model of the business services in the system of consumer interaction within the chain trading companies

This article focuses on the architecture of the business services in the system of consumer interaction within the chain trading companies. The research allowed developing the classification of the business services of the FMCG chain trading companies by the areas of interaction. The paper comprehensively system-izes the internal and external business services, examines the account and analytical internal business services, the external services that facilitate the interaction between the chain trading companies and the consumers, as well as the services that shape the consumer's loyalty. As a result of the research, the paper provides the architecture model of the services ensuring interaction with consumers in the chain trading enterprises.