The influence of the level of citizens' trust in public authorities on the application of public marketing in Ukraine

Abstract

Nowadays there is an active development of trust marketing, which is designed to form long-term relationships between customers and businesses, providing the latter with significant competitive advantages in the consumer market. Awareness of the importance of trust in the commercial sector and maintaining it at a high level allows companies to increase their profits. If a person trusts the company, he is more likely to buy the product from him than from someone he does not trust at all. Equally important is the trust of citizens in public authorities. After all, it appears as a kind of advance in the relationship regarding future activities. A high credit of public confidence in public authorities allows public administrators to implement reforms, make changes in society and innovate as soon as possible. Distrust leads to resistance to change, increases the instability of the state, ultimately increases the cost of time and money to verify information, documents and so on.The scientific article describes the differences between state and public authorities. Thus, it has been determined that the subjects of state power are the legislative, executive and judicial authorities and the subjects of public authority are public authorities and local governments in Ukraine. The interpretation of the concept of "trust" has been covered, the level of trust of Ukrainian citizens to public authorities has been analysed. Also, a number of factors influencing the formation of trust and distrust in public authorities in Ukraine have been identified and analysed. It has been found that corruption, insufficient level of professionalism and moral values of public managers, opacity and lack of accountability of Ukrainian cities contribute to the formation of distrust to the government among the population. It has been established that the factor of citizens' trust in public authorities also influences the successful implementation of public marketing. After all, the greater the credit of trust held by public authorities, the more convincing it will sound for citizens to present those public ideas and decisions that are promoted through the use of public marketing tools.