Trends and prospects for the implementation of marketing innovations in the service sector

Abstract

Purpose: the main purpose of the study is a systematic analysis of the implementation of marketing innovations in the service sector of Ukraine, determining their impact on consumer behavior, and substantiating promising service models in the context of digital transformation and wartime challenges.

Methods: in the course of the research, a set of general scientific and special methods was used: the method of theoretical generalization and comparative analysis to distinguish between traditional and innovative approaches in marketing; a systemic-structural approach for the classification of technological solutions; the method of logical generalization in forming conclusions regarding the role of artificial intelligence and Big Data; as well as a tabular method for visualizing the impact of innovations on key business performance indicators.

Results: in the course of the work, it is proved that digitalization has radically changed the paradigm of interaction with the client, moving it from mass marketing to a personalized customer experience. The key tools of a modern service company are artificial intelligence (AI), which automates up to 80% of routine requests, and predictive analytics based on Big Data, which allows increasing the average check by 15-20%. The transformation of the sales funnel into a cyclical model of customer lifetime value (LTV), where omni-channeling and gamification play a strategic role, is investigated. Special attention is paid to the adaptability of domestic business in the conditions of martial law, in particular the development of ecosystems on the example of "Diia" and "Helsi" and the integration of socially responsible marketing into digital services. The transition to cloud solutions and automation allows reducing the cost of customer acquisition by 25-40%.

Conclusions: the study confirmed that marketing innovations have ceased to be a supporting tool and have become the foundation of the business model. The integration of the latest technologies ensures the stability of companies in crisis conditions, and also creates a basis for post-war recovery and entry into global markets. Further research should be aimed at developing methods for an accurate assessment of the economic profitability of implementing AI solutions in conservative service segments.