Issue: № 4, 2025
Doi: https://doi.org/10.37634/efp.2025.4.17
This paper explores the critical role of integrating marketing and logistics in financial institutions in Ukraine, emphasizing their interaction and importance in enhancing customer service efficiency and ensuring long-term competitiveness. The study provides a comprehensive analysis of current practices and approaches to the integration of marketing strategies and logistical processes, particularly in the context of the growing digitalization of financial services. The paper highlights how marketing shapes customer engagement strategies, focusing on building trust, reputation, and personalized service. It examines the influence of marketing in creating value-driven relationships with clients through targeted communication, segmentation, and customer-centric innovation. At the same time, logistics is presented as a key enabler of service accessibility, continuity, and operational stability. Effective logistical management ensures the timely and reliable delivery of financial services across digital and physical channels, which directly impacts customer satisfaction and loyalty. The paper underscores the interdependence of marketing and logistics functions, showing that their alignment leads to greater organizational agility, better resource utilization, and the development of flexible service models adapted to client needs. Furthermore, the study identifies challenges and opportunities in aligning these functions in financial institutions, taking into account regulatory constraints, technological transformations, and shifts in consumer expectations. Based on the conducted analysis, the paper proposes a structured framework for integrating marketing and logistics in the digital era, which supports the creation of seamless, client-oriented service ecosystems. The research concludes that a well-coordinated synergy between marketing and logistics significantly enhances the strategic potential of financial organizations and contributes to sustainable market advantage.
Keywords : financial services, digitalization, customer loyalty, innovations, adaptation to change
References:
1. Zavadska D.V. Marketing strategies for the integration development of banks in the context of digital transformation. Internauka. Economic Sciences. 2023. № 7. (in Ukrainian).
2. Shyshkina O.V., Voloshyn D.M., Rynzhuk D.Y. Influence of digital technologies on the development strategies of financial intermediaries in Ukraine. Scientific works of the National University “Chernihiv Polytechnic”. 2024. (in Ukrainian).
3. Project financing in the system of ensuring national socio-economic and financial security. Market economy: modern theory and practice of management. 2024. (in Ukrainian).
4. The concept of innovative development of marketing in the context of digitalization of the economy. Internauka. Economic sciences. 2023. № 7. (in Ukrainian).
5. Yevtushenko Yu.V. Conceptual provisions of the transformation of the financial mechanism for the development of housing construction. Scientific works of the National University “Chernihiv Polytechnic”. 2024. (in Ukrainian).
6. Husakova K.B. The relationship between marketing and logistics. Collection of scientific papers of Kharkiv National Automobile and Road University. 2023. (in Ukrainian).
7. Marketing and Logistics in the Management System: Challenges of Digital Globalization: Proceedings of the XV International Scientific and Practical Conference in Memory of Professor Yevhen Krykavskyi (Lviv, 2024). Lviv, 2024. (in Ukrainian).
8. Logistics of the Future: Effective Solutions for Trade: Proceedings of the International Scientific and Practical Internet Conference (Kyiv, 2023). Kyiv, 2023. (in Ukrainian).
9. Management and marketing as part of the modern economy, science, education, practice: materials of the XI International Scientific and Practical Distance Conference (Kharkiv, 2024): Kharkiv, 2024. pp. 200-209. (in Ukrainian).