The formation of the image of the organization as a factor in ensuring customer loyalty

Abstract

The image of the trading enterprise is an important element in the retail strategy. The problem of formation, development and maintenance of the image of the trade organization occurs at the stage of development and has many debatable aspects. This paper clarifies and complements the definition of the image. The rationale for the effectiveness of image chain management is presented. A "supra-disciplinary" (general) subject-based image scheme is developed that represents its system characteristics (multidimensionality, manufacturability, ambivalence and communicative-managerial nature), which determine such image functions as the formation of a certain attitude towards its bearer, the legitimization of power, the increase of symbolic capital, typification and construction of social reality, and the identification of the specifics of the process of their implementation by actualizing the relevant motives for the behavior of subjects with the help of special codes contained in image mess