Subject The article examines, systematizes and integrates knowledge for purposes of analyzing the behavior of economic agents, managing the consumer choice and customer loyalty with regard to the transforming and morphing behavioral strategy of economic agents and decision-making mechanisms. Objectives We attempt to forge applied tools for modeling consumer choice management mechanisms and customer loyalty with regard to the evolution of the modern economic thought. We rely on the assumption that consumers' behavior is irrational, thus requiring to make the classic purchase algorithm (cycle) more complicated. Methods The study draws upon cognitive opportunities of the behavioral and institutional economy, cognitive psychology, results of the prospects theory, export survey technique, which help systematize the economic knowledge for analyzing the customer choice management mechanism and customer loyalty and give examples of practice-based tools for economic agents' loyalty management. Results We defined a tool used to manage the customer loyalty, such as the Consumer Journey Map (CJM) and point of contract with reference to the cognitive opportunities of the behavioral economics and tools of behavioral sciences in the economic theory. The CJM design mechanism is proved to integrate consecutive steps (three ones). Furthermore, the article shows how CJM can be used for educational services, illustrating the case of the Higher School of Business at the Southern Federal University. Conclusions and Relevance The article sorts out key conclusions on the study. The findings should lay the basis for a pool of practical tools for managing the consumer choice and customer loyalty in education.
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