Application of QFD and RDB Analysis Methods for Creation of Targeted Service Offering (Using Example of SFU Higher School of Business)

Abstract

Importance. The article is devoted to research, as well as systematization and integration of knowledge in the aspect of managing consumer choice and customer loyalty of consumers of educational products, taking into account the transforming strategy of behavior of economic agents. Objectives. As the goal of the study, the problem of developing application tools for managing the targeted supply of educational products and customer loyalty was identified, based on the QFD and RDB methodologies – analysis taking into account the transformation of the classical purchase cycle. Methods. The study is based on the cognitive potential of behavioral economics, cognitive psychology, the results of perspective theory, expert survey techniques, QFD and RDB - analyses that made it possible to systematize economic knowledge, in the context of the study of the problem of developing applied tools for managing the targeted supply of educational products and customer loyalty. All this eventually allowed us to give examples of the application of tools for personalized management of client loyalty of economic agents. Results. Based on the cognitive potential of behavioral economics, the use of behavioral science tools in economic theory, in work, using the QFD matrix, a target set of consumer factors for choosing an educational product was determined. In addition, on the example of the Higher School of Business, the SFU, relying on the cognitive potential of the RDB model, managed to reveal the special significance of the factors for choosing the educational product of the Higher School of Business, as well as determine the flaw in Resonance and propose measures aimed at eliminating the identified problem zone. Conclusions and Importance. The present text systematizes the main conclusions of the study. The results obtained should subsequently become the basis for the formation of a base of practical tools for managing consumer choice and customer loyalty of consumers of educational services.