The article justifies actuality of transition of enterprise to the relationships marketing concept, which implies the establishment of long-term and mutually beneficial relationships between business and consumers. The article contains the results that confirmed the relevance of loyalty management, key factors of customer loyalty acquisition and loss. A comprehensive loyalty management system was formed and regarded as a dynamic aggregate of six interconnected stages of the managerial process. The formation of comprehensive loyalty management system was carried out on the example of the surveyed enterprises. Ukrainian retail enterprises were divided into three different clusters and were analyzed according to specified model.
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