{"id":875,"date":"2021-01-15T17:52:55","date_gmt":"2021-01-15T15:52:55","guid":{"rendered":"http:\/\/journals.khnu.km.ua\/vestnik\/?p=875"},"modified":"2021-02-15T15:19:46","modified_gmt":"2021-02-15T13:19:46","slug":"%d1%83%d0%b4%d0%be%d1%81%d0%ba%d0%be%d0%bd%d0%b0%d0%bb%d0%b5%d0%bd%d0%bd%d1%8f-%d0%bc%d0%b0%d1%80%d0%ba%d0%b5%d1%82%d0%b8%d0%bd%d0%b3%d0%be%d0%b2%d0%b8%d1%85-%d0%ba%d0%be%d0%bc%d1%83%d0%bd%d1%96%d0%ba","status":"publish","type":"post","link":"https:\/\/journals.khnu.km.ua\/vestnik\/?p=875","title":{"rendered":"\u0423\u0434\u043e\u0441\u043a\u043e\u043d\u0430\u043b\u0435\u043d\u043d\u044f \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0438\u0445 \u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0439 \u0443 \u0437\u0430\u0431\u0435\u0437\u043f\u0435\u0447\u0435\u043d\u043d\u0456 \u0435\u0444\u0435\u043a\u0442\u0438\u0432\u043d\u043e\u0441\u0442\u0456 \u0434\u0456\u044f\u043b\u044c\u043d\u043e\u0441\u0442\u0456 \u0431\u0430\u043d\u043a\u0456\u0432 \u0432 \u0423\u043a\u0440\u0430\u0457\u043d\u0456"},"content":{"rendered":"

<\/p>\n

\u0423\u0414\u041e\u0421\u041a\u041e\u041d\u0410\u041b\u0415\u041d\u041d\u042f \u041c\u0410\u0420\u041a\u0415\u0422\u0418\u041d\u0413\u041e\u0412\u0418\u0425 \u041a\u041e\u041c\u0423\u041d\u0406\u041a\u0410\u0426\u0406\u0419 \u0423 \u0417\u0410\u0411\u0415\u0417\u041f\u0415\u0427\u0415\u041d\u041d\u0406 \u0415\u0424\u0415\u041a\u0422\u0418\u0412\u041d\u041e\u0421\u0422\u0406 \u0414\u0406\u042f\u041b\u042c\u041d\u041e\u0421\u0422\u0406 \u0411\u0410\u041d\u041a\u0406\u0412 \u0412 \u0423\u041a\u0420\u0410\u0407\u041d\u0406<\/p>\n

IMPROVEMENT OF MARKETING COMMUNICATIONS IN ENSURING THE EFFICIENCY OF BANKS IN UKRAINE<\/p>\n

<\/a> \u0421\u0442\u043e\u0440\u0456\u043d\u043a\u0438: 7-13. \u041d\u043e\u043c\u0435\u0440: \u21162, 2020 (280)<\/strong><\/p>\n

\u0410\u0432\u0442\u043e\u0440\u0438:<\/strong>
\n\u041f\u0410\u041d\u0427\u0415\u041d\u041a\u041e \u041e. \u0412.
\n\u0414\u0412\u041d\u0417 \u00ab\u0423\u043d\u0456\u0432\u0435\u0440\u0441\u0438\u0442\u0435\u0442 \u0431\u0430\u043d\u043a\u0456\u0432\u0441\u044c\u043a\u043e\u0457 \u0441\u043f\u0440\u0430\u0432\u0438\u00bb
\nPANCHENKO O.
\nBanking University<\/p>\n

DOI:<\/strong> https:\/\/www.doi.org\/10.31891\/2307-5740-2020-280-2-1<\/a>
\n\u041d\u0430\u0434\u0456\u0439\u0448\u043b\u0430 \/ Paper received:<\/strong> 07.04.2020
\n\u041d\u0430\u0434\u0440\u0443\u043a\u043e\u0432\u0430\u043d\u0430 \/ Paper Printed :<\/strong> 06.05.2020
\n <\/p>\n

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\n\u041a\u043b\u044e\u0447\u043e\u0432\u0456 \u0441\u043b\u043e\u0432\u0430:<\/strong> \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456 \u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0457, \u0446\u0438\u0444\u0440\u043e\u0432\u0456 \u043c\u0430\u0440\u043a\u0435\u0442\u0438\u043d\u0433\u043e\u0432\u0456 \u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0457, \u0446\u0438\u0444\u0440\u043e\u0432\u0430 \u0442\u0440\u0430\u043d\u0441\u0444\u043e\u0440\u043c\u0430\u0446\u0456\u044f, \u0431\u0430\u043d\u043a\u0438, \u043e\u043c\u043d\u0456\u043a\u0430\u043d\u0430\u043b\u044c\u043d\u0456 \u043a\u043e\u043c\u0443\u043d\u0456\u043a\u0430\u0446\u0456\u0457.
\n\u00a0<\/em><\/p>\n

\u0420\u043e\u0437\u0448\u0438\u0440\u0435\u043d\u0430 \u0430\u043d\u043e\u0442\u0430\u0446\u0456\u044f \u0430\u043d\u0433\u043b\u0456\u0439\u0441\u044c\u043a\u043e\u044e \u043c\u043e\u0432\u043e\u044e<\/strong><\/p>\n

\u00a0 \u00a0 \u00a0The article is devoted to the improvement of marketing communications in ensuring the efficiency of banks in Ukraine. Marketing communications are the basis of long-term mutually beneficial relations between the client and the bank. The digital transformation and information technology to contribute to improvement of the marketing communications with clients. It affects the efficiency of banks. Omni channel communications of banks mean the integration of online and offline communication channels with the involvement of mobile applications and other gadgets. They are customer-oriented. Omni channel means the formation of a single history of inquiries of bank customers through channels and means of marketing communications (e-mail, mail, online chats, and messengers) with the subsequent acquisition of banking products and services, which affects the efficiency of banks. Continuous monitoring of customer experience will not only further but also expand the bank’s customer base. The presence of a high level of loyalty between the bank and the customer provides improved marketing communications and increased sales of banking products, which leads to increased efficiency of banks. In particular, to study the customer experience, banks need to use methods of design thinking, which involves creating a map of customer empathy. Evaluation of customer service of banks is carried out by methods of e-tracking, a heat map, and web analytics. The client’s roadmap is also used to develop a customer loyalty program with banks as a universal tool for visualizing customer contacts with banks. In order to improve the conduct of contextual advertising, banks need to implement a plan to assess the level of effectiveness of contextual advertising.
\nKey words:<\/strong> marketing communications, digital marketing communications, digital transformation, omni channel communications, banks.
\n <\/p>\n

References<\/strong><\/p>\n

    \n
  1. Pro skhvalennia Kontseptsii rozvytku tsyfrovoi ekonomiky ta suspilstva Ukrainy na 2018\u20132020 rr. ta zatverdzhennia planu zakhodiv shchodo yii realizatsii [Elektronnyi resurs] : rozporiadzhennia Kabinetu Ministriv Ukrainy vid 17.01.2018 r. \u211667-r. \u2013 Rezhym dostupu : https:\/\/zakon.rada.gov.ua\/laws\/show\/67-2018-%D1%80<\/li>\n
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