Financial services for enterprises: analysis of logistic nature and customer value attributes

Abstract

The object of research is the consumer perception of financial services, which can be used by enterprises to achieve their economic goals and form the landscape of today’s financial services market. The insufficient level of financial services use by national economic entities in 2014–2018 had significantly limited the pace of development in both real and financial sectors of Ukraine’s economy. In the course of this research the key factors that downgrade the attractiveness of the use of financial services for Ukrainian enterprises were determined, the complex of desired consumer properties of modern financial services was described. The methods of content analysis, qualitative and quantitative marketing research, methods of statistical data analysis, functional analysis of the Kano model were deployed in this research. The findings suggest that Ukrainian consumers of financial services (in particular, micro-, small and medium-scale business enterprises) have started to change their consumer perception of financial services in recent years. Over 60 % of the surveyed executives of Ukrainian companies see the consumer value of financial services (insurance, lending, leasing, etc.) in securing an easy access to financial resources in the necessary amounts, place, and at the time of need. So far, according to the perception of consumers in this group these services are rather logistic, than purely financial. The improvements to the existing approach to the marketing positioning of financial services were suggested. To improve their consumer perception and growth in demand in the Ukrainian market, it is advisable to position them as logistic services with a combination of desired consumer attributes: fast, simple and secure (state guaranteed) access to the necessary financial resources. The positioning of financial services as logistic services is better understood and more important for the domestic consumer and can help in solving the problem of low financial inclusion both at the level of business enterprises and at the national scale.