Marketing communications of ukrainiane banks in the conditions of war

Nianchuk Natalia
PhD in Economics, Associate Professor of the Department of Banking, Odesa National University of Economics, Odesa, Ukraine, E-mail:natalya.nyanchuk@gmail.com, ORCID ID: https://orcid.org/0000-0001-7686-4727

Maidanyuk Andriy
Leading Corporate Business Sales Manager of Department of Large Corporate Clients JSC Raiffeisen Bank, Odesa, Ukraine, E-mail:maidaniuka@gmail.com, ORCID ID:

Cite this article:

Nianchuk N., Maidanyuk A. (2024) Marketing communications of ukrainiane banks in the conditions of war. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Marketynhovi komunikatsii bankiv Ukrainy v umovakh viiny; za red.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odesa National Economic University (ISSN 2313-4569), Odesa National Economics University, Odesa, No. 3-4 (316-317), pp. 71-79.

Abstract

The article is devoted to the problems of marketing communications of banks in the conditions of war in Ukraine. Military aggression of russia has caused increasing uncertainty and threats. The situation changes daily, creating new challenges for the entire Ukrainian society. The aim of writing the article is to justify approaches to the use of marketing communications by banks in wartime conditions for more effective customer service. The article used methods of statistical and coefficient analysis to assess the current conditions of doing business by banks in Ukraine. Due to the deterioration of the quality of bank asset portfolios, the growth of negative expectations from clients, the constant threat of loss of financial stability, banks face the task of ensuring their own liquidity, carrying out effective restructuring of assets, maintaining the level of customer service, and selling banking products. Banks should carefully approach the policy of marketing communications in order to achieve tactical and strategic objectives. Examples of successful marketing communication in the banking sector are given: for example, new product from FUIB and Kredobank. Scenarios of the impact of the war on the development of business in Ukraine, in particular banking, are considered: first scenario - when the business operates in conditions of active hostilities; second scenario - when activities are going in territories outside the control of the Government of Ukraine, third scenario - activities in the territories where control was restored, forth scenario - banks operate in territories that have not been affected by military operations. As a result, the authors provide a vision of the conditions for banks to maintain their positions on the market due to the correct use of marketing communications. Banks that have professional staff, that have the ability to quickly adapt to changing conditions, that have a network of connections with various partners, use the latest digital technologies and artificial intelligence, will be better able to withstand the threats that arise as a result of war and maintain their financial stability.

Keywords

banks, marketing communications, banking, rating, war impact scenarios.

JEL classification: G210; M310; DOI: https://doi.org/10.32680/2409-9260-2024-3-4-316-317-71-79

UD classification: 336.71: 339.1

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