CUSTOMER DOMINANT LOGIC (CDL): FEATURES OF SUPPLIER INVOLVEMENT IN CUSTOMER ECOSYSTEMS IN E-COMMERCE

Abstract

In the conditions of the active development of the digital economy and the emergence of new marketing approaches, the determination of the features of the involvement of suppliers in consumer ecosystems based on the customer dominant logic (CDL) is the starting point for the use of this logic in e-commerce and an actual direction of scientific, theoretical and practical research. The purpose of this study is to determine the features of the involvement of suppliers in customer ecosystems in e-commerce based on CDL. The theoretical and methodological basis of the research is modern scientific concepts, theoretical developments of leading domestic and foreign scientists regarding their essence, possibilities and features of their use in electronic commerce. The method of theoretical generalization, and logical analysis and the graphic method were used. The conducted research made it possible to obtain the following results: firstly, the author substantiated the use by companies of indicators characterizing thoughts, emotions, experience and possible models of customer relationships while auditing content and promoting products in social networks. Unlike the existing approach, which is based on the traditional account analysis metrics, this one will enable companies to gain real-time information about how, where and when a customer orders a product, what they want and who they are, and become an element of their ecosystem. Considering the fact that different companies use different types of logic (goods dominant logic (GDL), maintenance dominant logic (SL) and service dominant logic (SDL)), this work offers to distinguish two groups of indicators of content audit and promotion - specific and general - which will give companies a reason to focus on indicators that are more significant for them. Secondly, the article proposes the involvement of suppliers in customer ecosystems based on the assessment of business clients using the methodology of auditing the activities of the main competitors in social networks, which will make it possible to significantly simplify the company’s entry into client ecosystems. The results of the given research can be useful for companies seeking to establish long-term and effective relationships with customers based on the introduction of new marketing approaches and technologies.