Features of applying the “Marketing 4.0” concept in the banking of Vietnam and Asia[Особенности Применения Концепции «Маркетинг 4.0» В Банковском Секторе Вьетнама И Стран Азии]

Given the importance and significant impact of the “Marketing 4.0” concept, banks in Asia in general (and Vietnam in particular) have been actively implementing a variety of solutions over the past few years to expand customer access. Therefore, this article is devoted to the analysis of the features of the implementation of the “Marketing 4.0” concept in banking. The purpose of the study is to assess the effectiveness of implemented digital marketing technologies on customer loyalty in the banking. The research methods used were an online survey of representatives of banks in Vietnam, followed by regression and correlation analysis based on the results obtained, as well as a case study of successful digitalization practices in banking in Asia. The final results of the study showed a positive relationship between certain factors that affect the implementation of the “Marketing 4.0” concept in the banking: the revolution of digital technologies and business models; understanding and customer orientation; innovation and innovation trends; promotion and branding; setting goals in online mode; price; human resources; management and competencies and also identified problematic aspects of its implementation: the need to develop up-to-date regulatory support, taking into account minimizing network security risks and improving the protection of customer information confidentiality; a high level of investment and the need to attract highly qualified human resources. Practical recommendations for the successful implementation of the “Marketing 4.0” concept for banks are proposed, namely: modernization of the payment infrastructure at the national level; application of an innovation-oriented approach in the field of creative payment solutions; development of solutions to ensure information security for customers; implementation of national programs to improve financial literacy in society.