Маркетинг довіри як сучасна парадигма розвитку маркетингу на підприємствах транспортно-логістичної системи

Abstract

В статті розглядаються теоретико-методологічні аспекти розвитку маркетингу довіри на прикладі підприємств транспортно-логістичної системи. Визначені принципи впровадження маркетингу довіри. Виділені основні результати та вигоди, які матиме підприємство від впровадження маркетингу довіри в умовах VUCA-світу. Розглянуті особливості застосування інструментів маркетингу в умовах реалізації концепції маркетингу довіри, а також етапи розвитку довірчих відносин зі споживачами та іншими стейкхолдерами. Запропонована концептуальна модель розвитку маркетингу довіри, реалізація якої дозволить підприємствам транспортно-логістичної системи підвищити ефективність діяльності в умовах VUCA-світу. Ключові слова: маркетинг довіри, довіра, принципи маркетингу довіри, підприємства транспортно-логістичної системи, стейкхолдери, VUCA-світ.

In modern conditions, when the world is characterized by volatility, uncertainty, complexity and ambiguity, the development of a new paradigm of marketing – trust-build marketing, promotes the sustainable development of enterprises. Therefore, this article deals with the problems of trust-based marketing of the enterprises of transport and logistics system under the conditions of VUCA-world. The definition of trust-based marketing as well as the principles of its development have been proposed. Among them are the following: the achievement of mutual understanding through dialogue, the provision of transparent and reliable information, reliability, the predictability of behavior, strategies focused on the appearance and development of trust, client orientation and taking into account the interests of all stakeholders, the implementation of real actions that benefit stakeholders, the demonstration of competence and professionalism, building effective communications, reciprocity in the development of trust, gradual spread of trust.The specificity of application of marketing tools in trust-based marketing has been highlighted, including in respect of transport and logistics services, tariff policy, the development of distribution channels and marketing communication policy. The role of staff in the development of trust-based marketing has been examined and the usage of such training techniques as reasoning, verbal and nonverbal communication, demonstration of competence and professionalism that contribute to trust building, has been suggested. The methods that allow efficient development of trust-based marketing and the phases of its formation, including expectation, trust perception, trust communications, trusting cooperation, the establishment of a trusting community, have been identified. As results of development of trust-based marketing it has been proposed to consider the increase of the level of trust, the formation of a positive image and a stable reputation, as well as economic growth due to the increase of revenues and profits. There have been identified the main benefits that the enterprises of transport and logistics system will receive from the introduction of trust-based marketing. After considering theoretical and methodological bases of formation of trust-based marketing the conceptual model of its development has been suggested, the implementation of which will allow the enterprises of transport and logistics system to increase their efficiency in the conditions of VUCA-world.Further research and development in the field of trust-based marketing in the enterprises of transport and logistics system is related to the modeling of influence of various factors on the level of trust, the concretization of technologies and tools of its formation and the definition of methodological approaches to the assessment of the level of trust. Keywords: trust-based marketing, trust, the principles of trust-based marketing, enterprises of transport and logistics system, stakeholders, VUCA-world.