Categorical and concept apparatus for the transformation of catering enterprises’ marketing strategies

The article presents the results of a study transformation processes catering enterprises’ marketing strategies. In particular, considers views domestic and foreign scholars concerning definitions concepts “loyalty”, “satisfaction” “engagement”. It has been argued that they are complementary mutually reinforcing. main approaches to strategies (product-oriented, customer-oriented value-oriented) have identified, change targets in formation implementation process (from focusing on company’s product interaction with consumers) reflected, constitutes whole scientific novelty study. From standpoint value-oriented approach, strategy concept clarified as system strategic actions for development company, which aims form long-term relationships consumers increase their level involvement, satisfaction loyalty throughout entire period consumer (customer life-time cycle). As direction further research, is indicated an assessment satisfaction, involvement influence effectiveness