Shapovalova E. Forming of partnership relations with consumers on the basis of ethics marketing

The work is devoted to solving the actual scientific and practical task of deepening the theoretical foundations of forming partnerships with consumers on the principles of ethical marketing. Retrospective analysis of the evolution of marketing relations has allowed to clarify the categorical apparatus and offer a hierarchy of the basic concepts of marketing of individual partnerships with the consumer. The conceptual bases of use of tools of ethical marketing in the process of formation of partnerships with consumers have been developed. The complex assessment of the state of the banking services market as an object of marketing activities was conducted. It is proved that the restoration of public confidence in banking institutions is possible only under the conditions of systematic using of marketing tools, ethical attitude to consumers and the use of modern technologies of multi-channel interaction. The expediency of using segmentation of consumers as features, their skills for implementation of modern technical means and various mobile devices, as well as age and income level, as they dictate different models of behavior and possible configurations of channels of access to banking services were substantiated. The economic-mathematical model, which allows to optimize the channels of interaction corresponding to the segment's profile has been proposed. The classification of ethical marketing risks that arise during the process of interaction of customer with a banking institution, and the algorithm of process control of multi-channel interaction management with consumers on the principles of ethical marketing has been developed.