Ключові аспекти застосування інструментарію оцінювання якості митних послуг на засадах маркетингу

The key aspects of the provision and assessment of the quality of customs services by logistics operators are highlighted, in particular, the opportunities for improving such services are revealed. The relevance of the transition to the market principles of functioning and adaptation of customs services in accordance with the changing needs of consumers is substantiated. The methodology for assessing the quality of customs services based on a consumer approach was developed and improving the quality management system of the company's customs brokerage service on the basis of relationship marketing was proposed.

It is well-founded that the system of managing the quality of customs services is a rather complex system, therefore, when implementing its quality management mechanism, it is important to take into account the influence of various subsystems and accompanying business processes that constantly interact with each other. The assessment of the quality of customs service is carried out by participants in foreign economic activity with the aim of improving the quality of the provision of customs services and meeting the need to reduce the costs they incur during foreign economic operations and passing all customs formalities. It is advisable to assess the quality of the customs service in accordance with the system of quality indicators. The degree of compliance with the quality of customs services should be largely determined by the presence of a system for monitoring the provision of these services and the marketing orientation of the enterprise. Therefore, the research and improvement of the toolkit for assessing the quality of customs services is an urgent problem in today's conditions in the context of analyzing the effectiveness of the activities of international business entities.

A model for evaluating the quality of customs services of a logistics operator based on a consumer approach is proposed. Accordingly, on the basis of marketing monitoring data, it is advisable to develop recommendations for improving the process of providing customs services, functioning of the customs services quality management system, and improving the quality of services.

The quality management system of customs brokerage services should be based on ensuring and controlling the quality of customs brokerage services. The improvement of customs service is directly related to the improvement of the quality of the provided customs services, taking into account the interests of customers. In this regard, the introduction of quality standards of customs activity that meet modern international requirements and the mechanism of responsibility of the management staff for ensuring them will be a significant help.

The SERVQUAL model of service quality is proposed as the basis of the quality management system of customs brokerage services. This model refers to five dimensions of service quality that describe the client’s expectations. The proposed SERVQUAL model classifies elements or components of service quality, known as 5 critical parameters of service quality, such as: tangibility, reliability, responsiveness, guarantee and empathy.

In general, the experience of well-known international companies shows that relationship marketing can significantly improve the competitive position of businesses today and become a driver of increasing consumer loyalty in conditions of growing market turbulence. The methodology for assessing the quality of customs services of logistics operators described in the article can be extended to other types of services in Ukrainian realities.