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One of the modern challenges of the organization of marketing activities is the rapid development of digital technologies and information systems as effective tools for promoting products and e-commerce. Therefore, enterprises pay considerable attention to the technological component of business digitalization based on the modernization of IT infrastructure, the introduction of cloud software, and the formation of digital channels using information technology. The key vector of digital transformation should be aimed at increasing the requirements for the level of logistics services, the emergence of new criteria for the quality of logistics services, that is, the formation of a customer-oriented approach to customer relationship management. In view of this, the purpose of this study is to develop scientific and methodological provision of the formation of a system for managing relationships with consumers, taking into account the challenges of the digital environment. To achieve the set goal of the study, the methods of analysis, synthesis, comparison, classification, expert questioning, statistical analysis, structural and logical generalization were used. In the article, the system of management of relationships with consumers is considered as an interrelated set of objects and subjects of management through the implementation of the entire list of functions of management of consumer service processes on the basis of the use of mechanisms of information, organizational and logistical support. The level of use of information and communication technologies in the organization of consumer service processes at Ukrainian enterprises is analyzed. A structural and functional scheme of formation of a system for managing relationships with consumers has been built. The expediency of applying a system approach to the digital transformation of the consumer relationship management system based on the use of information tools and digital channels is substantiated; formation of a qualitatively new culture of marketing communications and omnichannel information environment.

The article is aimed at defining the feasibility of using the Sitniks CRM software for small commodity businesses, examining its compliance with the standard and the main competitive advantages among such products. Analyzing and generaling the scientific works of many scholars, the positive impact of high-quality information provision on the activities of the enterprise is proved. However, despite the obvious benefit of using automation systems, a bigger share of Ukrainian entrepreneurs do not use CRM systems (Customer Relationship Management systems) either due to lack of awareness or unsuccessful implementation experience. The article uses comparative and matrix analyses. A comparative analysis of competitors shows that the researched CRM system stands out among others with a high level of flexibility and personalization, which is the main advantage of this software. During the SWOT analysis, the factors influencing the development of the company were worked out in detail. It is found that the main drawback of this software is a relatively long implementation period, and its capabilities and threats are, accordingly, scaling and increasing competitors in a niche. It is concluded that the Sitniks CRM system is not just a system for simplifying and automating business processes, but a platform that has sufficiently powerful functionality due to customization, integration, tracking capabilities and ease of use. The implementation of this software will lead the company to increase productivity, allowing to effectively plan and control, as well as establish strong relationships with customers.

The article discusses the essence and directions of application of marketing innovations in the communication policy of hotel enterprises. Directions of application of marketing innovations by domestic and foreign hoteliers are closer defined; attention is focused on the importance of innovations in the promotion of a hotel and its services. The practice of leading market actors on the use of tools of «partisan» marketing in their communications with target audiences is generalized. It is noted that marketing innovations must be agreed with the concept of hotel promotion, they must be systematic and be produced constantly. A scheme of implementation of promotions, which are aimed at producing the WOW effect in hotel marketing, is described. The necessity and relevance of the use of digital technologies in the strategies of promotion by the hotel business actors is substantiated; directions of application of digital marketing technologies in the domestic hotel business are defined. It is specified that the transformation of the directions of competitive struggle of hotel enterprises for the attention of the audience has led to the redistribution of advertising budgets in favor of additional marketing tricks – site content, professional shooting, 360-degree video, bright interactive promotional developments, review work, planned SEO, administration of pages in social networks, PR events, contextual promotion. The emphasis is placed on the importance of developing functional landings that will attract attention to a particular service, get more applications, increase the conversion of website and collect a database of contact data for future work. It is determined that marketing innovations are implemented in the direction of personalization, individual marketing experience of the client, development of a CRM-system. The role of messengers and chatbots with artificial intelligence as new channels of attraction of guests to hotel enterprises is considered. The authors pay attention to a number of interesting marketing programs, which include marketing innovations aimed at addressing the challenges for hospitality enterprises caused by pandemics and quarantine measures. It is noted that such programs are developed by marketing firms and industry professionals not only to help hotels, but also to create attractive offers for guests.

Today, the quality of service is a critical factor in business success. According to researches, quality service significantly increases the level of loyalty of consumers and their desire to pay, which in turn affects the level of sales and profitability of the company. Poor service leads to loss of both the customers and the company share in the market. The conception of customer-based service means the additional value of the product for the client in the form of a service, which also provides for the service in the usage and possession of a product. Formation of such value belongs to the functions of marketing. Provided that the demand for the product is formed, the company forms the usefulness of time and place, which provides logistics service, delivery of the product to the client at a certain time and a certain place, which ensures spatial and temporal materialization of demand. Numerous studies show a positive direct link between automation of processes of the customer relationship management, which ultimately provides control over non-financial performance indicators of interaction with buyers. It is determined that a client-oriented approach is a type of interaction with the buyer, which provides additional profit and flow of customers due to a deep understanding and satisfaction of their needs. Client-orientedness involves the introduction of the conception of customer relationship management (CRM). The article determines that the implementation of a CRM system is part of automation of the conception of the client-oriented approach to doing business. CRM is a business strategy that focuses on understanding and managing the needs of potential customers. This allows to draw the main conclusion: introduction of both the conception of client experience and the standards of customer service requires effective control, the instrument of which is a CRM system, which ensures the measurement of customer loyalty on the basis of the digital business model laid down in its basis.

The article presents the results of expert surveys conducted by international organizations to determine the current problems, features and trends of client-orientedness of logistics service in the context of an information environment. A statistical analysis of the indicators describing the level of use of information and communication technologies in the management of relations with consumers in Ukrainian enterprises is carried out. The major barriers to digital transformation of logistics services are identified, which are conditionally classified into 6 groups: market, transport, marketing, informational, organizational, and financial-economic. The expediency of applying a client-oriented approach to logistics service in the information economy is substantiated. A digital strategy for the transformation of client service is proposed, the implementation of which will provide obtaining of a synergistic effect, combining the economic, social and ecological. Prospects for further research include the development of an organizational-economic mechanism for managing relationships with consumers in the context of the marketing strategy of enterprises in the information economy.

This quantitative correlational research examined the correlations between customer relation-ship management (CRM) usage, product innovation, and customer satisfaction. The general problem was the lack of evidence indicating the use of CRM system as effective in improving small- to medi-um-size companies’ performance. Hence, the specific problem was to determine the beneficial use of a CRM system for customer satisfaction and product innovation. Data were gathered through sur-veymonkey.com. A total of 97 respondents were selected as sample from 10 small- to medium-size companies to answer the survey questions. Respondents were top managers, middle managers, and first-line managers of the selected organization. Statistics of the study were provided with the help of IBM Statistical Package for Social and Sciences version 23. The findings showed a strong correlation between the use of CRM system and customer satisfaction. They indicated the use of CRM system could improve the relationship with existing customers, could help attract prospective customers, and could win back former customers.

Customer relationship management (CRM) is an IT-based system that manage customer long-term relationship, and also inter-functional relationship within the organization with the ultimate purpose of creating customer value by sharing concise, sufficient, accurate, timely, and reliable information. The purpose of this paper is to analyze how different kinds of communication: inter-personal interaction (IPI), written interaction (WI), and collaboration (CB) affect (i) the perceived ease of use (PEU), (ii) the perceived usefulness (PU) and ultimately (iii) the acceptance of CRM? And proposes a research model representing the relationships among WI, IPI, CB, PEU, PU, and involvement. Data collected through online survey from 210 large companies in Pakistan are analyzed. Result shows that IPI instead of collaboration has significant positive effect on PEU and PU and play important role in the acceptance of CRM system. But, WI should be viewed with more caution, because it showed negative relationship. Moreover, PEU and PU of CRM system have direct significant positive influence on involvement of marketing in the planning, implementation, and usage of CRM system that result in CRM system acceptance. The study provides theoretical and practical contributions, and also future research areas are highlighted for potential researchers.