Quality management of customer experience and brand as a key instrument for forming competitive advantage in marketing

Abstract

Abstract: The article examines the management of the quality of the customer experience and the brand as a key factor in the formation of competitive advantages of the enterprise in the conditions of digital transformation and growing market turbulence. The purpose of the article is to study the relationship between the quality of the customer experience and the quality of the brand, to determine their impact on the formation of the competitive advantage of the enterprise and to substantiate the tools for the integration of customer experience management and brand management in the marketing strategy of Ukrainian companies. Concepts of customer orientation, brand equity, value proposition and service quality management became the theoretical basis of the study. The paper analyzes the relationship between customer satisfaction, the level of loyalty, the power of a brand and the perceived value of a product or service, and also determines the role of emotional factors in the process of consumer decision-making. It is well-founded that modern companies compete not only by product characteristics or price level, but also by quality of service, speed of response, personalization of interaction and integrity of the customer journey at all points of contact with the brand. The main metrics for evaluating customer experience (NPS, CSAT, CES) were systematized and their analytical value for strategic marketing management was determined. An integrated index of brand equity (BEL) is proposed, which combines indicators of loyalty, customer retention and brand reputation and allows for a comprehensive assessment of its market stability. The expediency of using economic-mathematical methods for evaluating the influence of indicators of customer experience on the financial results of the enterprise is substantiated.It is proven that managing the quality of the customer experience affects not only the perception of the brand, but also its long-term financial stability, the growth of the customer base and the increase in the profitability of marketing investments. The obtained results can be used in the formation of marketing strategies aimed at ensuring the sustainable development of enterprises in the digital environment.