How Customer Loyalty is Maintained in the Esoteric Services Market: A Review

This article presents an overview of the theoretical literature and empirical research pertinent to the study of the digitalized market of esoteric services in Russia and abroad. The objective of this review is to identify the specific strategies employed by experts in this market to maintain customer loyalty. The study is pertinent in light of the growing interest in esotericism in Russia and abroad, which has led to an increase in the supply of services in this area. The initial section of this review delineates the distinctive attributes of the digitalized esoteric services market, as previously delineated in theoretical and empirical works on this subject. The second part is dedicated to the description and analysis of the loyalty strategies put forth by marketing research. The third section of this paper proposes a potential methodology for the exploration of strategies for the maintenance of customer loyalty in the context of the digitalized esoteric services market. A theoretical approach may be taken to examine the maintenance of customer loyalty in the context of the esoteric services market, with classical marketing concepts being applied to this topic. The collection and analysis of empirical data allow for the further transformation of a priori selected strategies, taking into account the distinctive features of this market. In total, the authors analyzed 25 literary sources, which are divided into three thematic blocks: literature on marketing, on digitalization, as well as on the sociology of religion and esotericism. Consequently, the article may be useful to researchers whose interests lie in the field of the sociology of labor, the study of digitalization, as well as esotericism.