retail

The article examines Ukraine non-food market development state and trends in modern conditions. Market development modern conditions are: further globalization and development spread of information and communication technologies. Individualization of consumer needs and overcoming the consequences of global financial crises. There is also a need to adapt the supply of retail networks to the purchasing power constraints caused by the spread of the COVID-19 pandemic. And there is also problem of streamlining consumer behavior and strengthening their consumer criticism, and so on.

The paper presents results of research on customer loyalty drivers on retail market. It verifies the degree of impact of customer satisfaction and retailer image on customer loyalty. The paper uses primary survey data, multi-item scales and structural equations modelling (SEM).

Brand loyalty is a strategic asset of the company. Having loyal or faithful customers, in
the era of competition, provides to business of essential benefits. Shaping of customer loyalty is
not so easy. Companies, among others, by developing such elements as customer service quality
and marketing communication quality, try to influence on customers' market behavior.
One of the tools of influence on customers' behavior is loyalty programs. Thanks to these,
brand owners try to attract and retain customers by planning the reward system and trying to

The article proved that retail acting as deactivator of risks and threats to social and economic security. Researched approaches to defining the essence of retail. The content of the innovation imperative of retail development. Selected the innovation component in the structure of the socio-economic security of retail. Systematized and visualized exposure levels of innovation component of security of company, corporate network, region / sector and the state. Researched the best practice in innovation in the retail in the world.