Modern Models and Methods of Interaction with Customers and Consumers

This work is a study of contemporary models and methods of engagement with clients and consumers in the business sector. The research draws on the foundational concepts of customer orientation and marketing communications described in the works of Russian and international authors. The primary focus is on empirical investigations of methods of client interaction in companies involved in gambling, financial services, and retail trade. Throughout the study, the distinctive roles of the parties in the relationship were identified, which are crucial for the successful engagement of the company with its clients. The analysis of the research findings is based on a comparison of data obtained from empirical studies among employees of selected companies and the results of a survey conducted among customers regarding their perceptions of the identified models. The data allow us to draw conclusions about the effectiveness of contemporary methods of client interaction and which approaches and strategies are most effective in the examined business sectors.