PARTNERS LOYALTY IS DISTRIBUTION CHAIN AS A FACTOR OF COMPETITIVNESS

Abstract

The article presents the analysis results of the level of partners' loyalty in the software product' distribution chain on the example of a leading company-manufacturer website content management systems. For the report the technique of «mystery shopper» was used, combining the methods of observation and interviewing. The authors developed recommendations for the use of instruments of marketing management to increase the loyalty of partners, directly affecting the sales of the product and competitiveness of producer. Marketing research, represented in this paper, was done on the basis of «Mystery shopping» method, including survey and observation methods. Received results will help the providers of CMS obtain and hold their competitive position at the Russian growing IT market.