STUDY OF FACTORS OF CONSUMER LOYALTY IN THE MARKET OF IT-SERVICES

Abstract

The study of consumer loyalty seems to be relevant today: more and more companies use marketing tools in their practice to attract and subsequently retain customers, since it is known that the cost of attracting a new customer is lower compared to retaining a current one. Earning loyalty in B2B markets comes with unique challenges, often associated with complex channel structures, concentrated buyer communities or large customers, and constantly changing perceived value. Increasingly, individual solutions are required to increase customer loyalty. The article presents the results of a qualitative study aimed at identifying the main factors of consumer loyalty to an IT company operating in a digital environment. The in-depth interview script included three blocks of questions: about developers, project managers, and about the company as a whole. The results of the study showed the dominant nature of rational loyalty, which is typical of B2B markets – a set of skills and professionalism of developers, price. B2B buyers follow rational buying criteria and are less committed to the service provider. However, psychological factors that are components of emotional loyalty also affect the attitude towards the performing company. Since the professionalism of developers is a key factor in customer satisfaction, the task of an IT company is also to form and maintain employee loyalty. This is due to the lack of qualified personnel and the high demand for professional developers in the market. The results of the study can be the basis for studying customer loyalty and are used in the development of loyalty programs in the IT services market.