LOGISTICS SERVICE STRATEGY SELECTION IN VIEW OF CONSUMER LOYALTY AND PRODUCT LIFE CYCLE

Abstract

In this article we consider logistic service as the instrument of optimization of expenses for implementation of actions for increase of consumer loyalty, and ensuring growth of efficiency of marketing activity that promotes strengthening of competitiveness of the organization. We consider three existing levels of logistic service: base, «the perfect order», service with the added cost. We offer expansion of the standard classification by the fourth level “raised”. It includes a set of the additional services, which are free of charge for consumers, but demand additional expenses from service provider. It will allow to correlate level of logistic service with costs of its granting authentically. We introduce the matrix of a choice of levels of logistic service depending on a stage of life cycle of a product and level of consumer loyalty, which was developed by us.