Background. Strengthening of competition processes on the market of tourist services under conditions of cyclical fluctuations and uncertainty on the planet requires the necessity of improvement of the decision-making system and transformation of the management structure of service processes of international tour operators. Such a concept of management system reforming is reengineering of service business processes. Application of business process reengineering as a management method is aimed at radically reforming the activity of the tourist enterprise in the international tourist services market. Analysis of recent research and publications. Features of reengineering service business processes were investigated in the works of many authors. In particular, work on the reengineering of service business processes of the manufacturing enterprise and on the enterprises of tourism and hospitality deserves special attention. The aim of the study is to determine peculiarities of organization and implementation of reengineering of service processes in international tour turning. The goal set determines the need to solve such problems: to define the essence of reengineering as a leading mechanism for increasing the competitiveness of the enterprise; outline the features of reengineering of service business processes in the international tour-run; to systematize basic principles and approaches to reengineering of service processes; to study main stages of realization of reengineering of service processes in the international tour turning. Results of investigation. The essence of reengineering as the leading mechanism for increasing the competitiveness of the enterprise is revealed. The features of reengineering of service business processes in the international tour-operating are outlined. The groups of enterprises - subjects of the international tour- operating, which require the reengineering of service processes, are outlined, and the main directions of restructuring of the latter are outlined. It is determined that it is expedient to implement reengineering, which is based on the "clean sheet" methodology, which will contribute to a radical change in the business processes of the enterprise and the emergence of a new ideology of tourism activity based on creative and intellectual and creative functioning of the system. The basic principles and approaches to the reengineering of service processes are presented. The basic stages of realization of reengineering of service processes in the international tour-turning are determined. It is substantiated that the implementation of management of service processes in international tour turning is considered by us through the mechanism of application of specific methods and techniques for ensuring the effective implementation of a set of opera­tions for obtaining a high level of economic benefits. Conclusion. The conducted research made it possible to determine the advantages of the concept of reengineering business processes in comparison with other methods of impro­ving international tour operations. The separation of the principles and stages of imple­mentation of the reengineering of service processes initiates the need for a detailed study of the tools of this method. The most effective is the introduction of a "clean sheet" reengi­neering, which will contribute to a radical change in business processes of the enterprise and the emergence of a new ideology of tourism activity, based on creative and intellectual and creative functioning of the system. Implementation of management of service processes in the international tour turning is considered by us through the mechanism of application of specific methods and techniques to ensure the effective implementation of a set of operations to obtain a high level of economic benefits. The successful selection and application of such techniques, methods and measures is the basis for further research in this direction.

Background. The question of macroeconomic stability, which is one of the priorities in the development and implementation of measures of the government financial policy, is inextricably linked with the public debt management. The increase in the ratio of public debt to gross domestic product (GDP) is actualizing the search for solutions to stabilize this indicator and further decrease it. The aim of the article is to study the degree of factors impact on dynamics in the ratio of public debt to GDP, to evaluate the level of the national debt security and to justify the priority directions of the policy for public debt management. Materials and methods. The theoretical and methodological basis of this research is presented by scientific works of domestic and foreign scholars, devoted to the problem under consideration. Systemic and structural approaches, the methods of factor analysis, analytical estimation, economic-mathematical modeling, generalization and scientific abstraction were applied. Results. The theoretical and methodological statements concerning the public debt management were highlighted and developed. The estimation of the main factors impact on the dynamics of change in the ratio of public debt to GDP in 2001-2017 was carried out. The approach to evaluating the level of national debt security, based on calculation of integral indicator with the use of risk-oriented method was proposed. The priority directions for the policy of public debt management are substantiated; taking into account the peculiarities of national economic model. Conclusion. It was determined that inflation had the greatest influence on decrease in the share of public debt in GPD and the exchange rate had the biggest impact on increase of this indicator. It was substantiated that efficiency of public debt management depends on the quality of fiscal and monetary policy coordination. The priority tasks of the state bond issue strategy are minimizing public debt servicing costs, increasing the timing of external borrowing, and raising the credit ratings of the state. It is proposed to use the integral indicator of debt security, taking into account the features of national economy on the basis of determining the level of debt risks.

Background. In a market turbulence, consumer satisfaction is a key tool in keeping consumers and ensuring their loyalty. The subjectivity of consumers’ satisfaction with its satisfaction creates risks when enterprises formulate measures aimed at increasing it. Recent researches and publications analysis. The theoretical foundations of customer satisfaction research are laid down in the writings of such scholars as M. D. Hanna, N. Hill, P. Schwartz, and others. In Ukraine, applied aspects of this subject are studied by O. O. Litovkina, M. Rudenko, A. Yu. Chornyi and others. However, the problem of risk taking is not disclosed when formulating recommendations for increasing consumer satisfaction. The aim of the article is to develop a methodical approach to assessing consumer satisfaction with the main components of the company’s marketing portfolio and to formulate recommendations for achieving the target level of satisfaction with minimal risk. Materials and methods. Materials of scientific works (15 sources) are used. Methods used: analysis and synthesis - to systematize methods for assessing satisfaction; questionnaire surveys and statistical analysis - to determine the level of satisfaction and relevant risk indicators; linear optimization and logical - in formulating recommendations to increase risk-based satisfaction. Results. The essence of the category of consumer satisfaction and methods of its evaluation are considered. The methodical approach to the assessment of consumer satisfaction with the components of the marketing complex of the enterprise is offered. The procedure of substantiation of recommendations aimed at ensuring the target level of customer satisfaction with minimal risk is developed. Conclusion. Testing the results of research has shown that taking into account the risk can increase the scientific validity, efficiency and practical value of the recommendations for ensuring the target level of consumer satisfaction.

Background. An increasing number of Ukrainian enterprises are shifting to the concept of socially responsible marketing, which involves implementation of a new set of marketing communication tools, including charitable sales promotion. The emergence and extensive use of the charitable sales promotion by enterprises made it necessary to research the effectiveness of such marketing activities. Most of the studies carried out in this area have been conducted in the developed countries with a high standard of living. Economic expediency of charitable sales promotion in Ukraine requires a separate study. Materials and methods. The article uses the statistical data of the Charities Aid Foundation as well as the results of the original study in a form of a written questionnaire. Results. Charitable activity is gradually gaining popularity in Ukraine, but Ukrai­nians express lack of confidence in charitable organizations and legislative regulation of their activities. At the same time, the majority of the survey respondents believe that well-known commercial organizations cooperate only with reliable charitable organizations. Ukrainian consumers were found to be more interested in the direct price discounts than charity sales promotions. However, when compared with two-for-one offers/BOGO discounts, the opinions of the respondents were almost equally divided. Among the purposes of charity activity, the most important for Ukrainian consumers are those related to children, namely: support of orphan and ill children. The second most popular charity activity area is assistance to ATO soldiers. Conclusion. Although charity is gaining popularity in Ukraine, charity sales promotion cannot lead to the same results as direct financial incentives. However, enterprises can use charitable sales promotion to achieve both image and economic goals. Charitable organizations should initiate charitable sales promotion, as close cooperation with well-known brands is an effective solution to the problem of distrust of Ukrainian society towards charitable institutions. The article identifies major social concerns to be addressed in order to increase the effectiveness of the charitable sales promotion for a wide audience.

Background. Small entrepreneurship is an important socio-economic factor of the country’s development, provides for the creation of new jobs, contributes to overcoming unemployment, increasing the gross domestic product, and also stimulates the competitiveness and innovation potential of the economy. Analysis of recent research and publications. Ukrainian and foreign scholars-economists studied the problem of strategic development of small business, but using foreign experience is only possible if it is adapted to Ukrainian realities. The aim of the article is substantiation of strategic priorities of development of national small business taking into account current trends in the context of world and European integration. Materials and methods. During the research, the following general scientific and special methods of knowledge were used: grouping, comparison, analysis and synthesis, graphical method and generalization method. Results. In the article the main tendencies of development of the national small business are investigated, namely: it was found out that small entrepreneurship at the present stage is represented mainly by the Micro entities; during the last years there have been no significant positive changes in the growth of the number of small business entities; the share of small business entities in the structure of business entities has remained almost unchanged in the last eight years and ranges from 94.3% to 95.5%; the number of employed workers in small businesses tends to decrease; the largest volumes of sold products (goods and services) by small business entities were recorded in the wholesale and retail trade; The share of GDP created by small business entities is at 7.7 %, unlike the developed countries of the world, where it corresponds to the figure of 20 – 90 %. One of the require­ments for an effective national strategy for the development of small businesses is the need to implement the norms of the current legislation. Therefore, taking into account the state and trends of development of the national small business, the definition of its strategic priorities is a prerequisite for the formation of an effective development strategy. Conclusion. Strategic priorities for the development of small business in Ukraine are formulated in the context of modern world and euro integration processes: creation of a compe­titive business environment in Ukraine, in particular, in certain regions; effective scientifically sub­stantiated review of the current regulatory norms of Ukrainian legislation; simplification of access of small business entities to credit resources and lease of state property; increase of innovative potential of small business; development of cooperation between small, medium and large enter­prises; improvement of information provision; ensuring protection of the rights of small business entities in relations with controlling bodies, improving the licensing and licensing system; reduc­tion of tax pressure on small businesses, including assistance in reducing the volume of informal employment through the improvement of tax legislation; promoting the development of priority sectors of small business; development of social entrepreneurship; ecologization; facilitating access of national small business entities to European markets, joining them to the European Enterprise Network; stimulating the participation of small business entities in national and European small business support and development programs.

Background. In a transition of the central bank to risk-oriented supervision, it is important to form a set of proactive measures to support the financial stability of banks. In this context, further development requires an analytical tool for timely diagnosis and early prediction of the development of crisis phenomena and destructive processes in the banking sector. Analysis of recent research and publications. Among the foreign and domestic scientists who devoted their works to this problem, it should be noted L. Laeven, F. Valencia, R. Dutagupta, P. Kasin, E. Dynnikov, E. Fedorova, K. Tikhonkov, V. Kova­lenko, R. Kornilyuk, O. Krukhmal, Yu. Rebrik, V. Kremen, D. Ohol and others. The aim of the study is to assess the crisisity of the banking system of Ukraine on the basis of the econometric model. Materials and methods. The theoretical and methodological basis of the research is the scientific work of foreign and domestic scientists, materials of the National Bank of Ukraine, the State Statistics Service of Ukraine. In the course of the research a set of scientific approaches and methods was used: systemic, analysis, comparison, forecasting. Results. For the purpose of early forecasting of bank crises, an econometric model is proposed based on the determination of statistically significant interrelation between the three groups of indicators of crisis (causative agents, catalysts and signaling devices). The underlying model of the hypothesis assumes that the indicators - detectors of the state of crisis is now formed under the influence of indicators, causative agents and catalysts of the past. The most complex state of the crisis in the banking system of Ukraine is characterized by the following indicator indicators: the ratio of net assets of banks to GDP, the share of non-performing loans in the loan portfolio, the ratio of non-performing loans to equity of banks, profitability (loss-making) of assets and the ratio of regulatory capital to assets. Conclusion. Unlike other developments, a comprehensive assessment of the state of crisis banking of the banking system is proposed based on the allocation of three groups of interrelated and interdependent factors – causative agents, catalysts and signaling devices for crispness, which allows to construct a signal subsystem of early diagnostics of crisis phenomena in the banking sector of Ukraine.

Background. FinTech significantly affected such an important component of the financial market as the insurance market, where the use of technological innovation is called InsurTech. The use of InsurTech tools has resulted, on the one hand, in a strong institutional transformation of the insurance sector and on the other hand, increased techno­logical risks and problems as to consumers protection. The aim of the article is to determine the consequences of intensifying the intro­duction of technological innovations in the insurance market in conditions of increasing globalization processes. Materials and methods. The works of domestic and foreign scholars in the field of InsurTech have become theoretical and methodological grounds for writing the article. The research was carried out using the methods of theoretical generalization, comparative analysis, analysis and synthesis, which made it possible to clarify the definition of InsurTech, to identify the advantages, disadvantages, opportunities and threats of the further development of InsurTech. Results. InsurTech is a sphere of FinTech, in which innovative technologies are used by insurance market participants to meet the needs of insurance services consumers on the basis of optimization of their activities. Major financial technologies that trans­formed the insurance market, include large data, artificial intelligence, block chain, inter­net things, mobile access, which gave impetus to the creation of new insurance products, distribution channels, costs reduction for the insurer and the creation of opportunities for easier customer access to insurance services. Conclusion. Technological innovations will influence the further development of the insurance sector. At the same time, InsurTech will continue to be one of FinTech’s most dynamic components. Financial technologies have created a set of benefits for all parti­cipants in the insurance market. Insurers have reduced their administration costs, made it impossible or reduced the likelihood of fraudulent actions from clients’ side. For consu­mers the access to insurance services was simplified, time for acquiring insurance policies and receiving claims payments was reduced, the possibility of personification of insurance products appeared. Due to increased competition in the insurance market, the quality of existing insurance services increases and new services arise that cover new risks associated with technological progress. At the same time, the spread of technological innovation has certain threats, which primarily concern the release of insurance company’s personnel and improper state regulation of new relationships between the insurer and the insured.

Background. Modern conditions of the globalization processes development, the latest informational and technical resources and technologies create new challenges and tasks for the education system. This makes the necessity of innovative theoretical and practical aspects of pedagogical activities implementation. The tuition of specialists with the competencies and personal qualities, which are appropriate for competitive market environment conditions, must become its final result. One of the inter­active teaching approaches usage ways is the associative thinking method. It can be applied in the higher education system in particular when analyzing the problems of the current state of affairs in a certain field or activity. The aim of the article is to study the methodology and analyze the main principles of using the method of associative thinking, to identify its features and benefits for raising the level of knowledge and practical skills of students, to more fully engage their attention and interest in the learning process. Materials and methods. The general scientific and special methods of scientific research, including analysis and synthesis, logical, systematization, comparison and structural and system analysis were used. Results. As a result of free associations appearance, a human being receives individual connections between the components of a certain task or problem and pre-acquired experience, the ideas, vision variants of situations or processes, possibilities for further activity can be received. Reasonable for the education system, in particular the higher one is the practical application of the associative thinking method, which will allow more efficient use of education. The use of this practical training method includes the following step-by-step algorithm of actions: a brief re-analysis of the presented earlier material, the formulation of the object by the teacher, the conditions and principles of the establishment of associations-problems, their free definition and reflection in written form by the students in turn about 3 times, their election of the most priority ones among 3 proposed and an explanation why such a choice was made, the generation of ideas about solutions, solving of the selected problem situation by the participants and presentation of the elaborated proposals. Basing on the conducted analysis of the principles of using the associative thin­king method, its features and advantages, it has been established that it is an effective, easy for understanding and attracting the students’ attention as a component of increasing interactivity during classes. Its application during the process of studying social (public) and applied groups of educational disciplines is actual, where the evaluation of certain processes and phenomena, determination and evaluation of promising directions for further development is conducted. Conclusion. The method of associative thinking is one of the innovative ways of teaching. Its application is effective in studying the specifics and mastering the problematic material or rendered on an independent work. The advantages of its implementation are: to stimulate the development of creative, oratorical and adaptive abilities, memorization, sta­tement and positioning of personal opinion, increase of professional vocabulary, gami­fication of classes and, consequently, improvement of the quality of education. Based on the analyzed material, implementation of the proposed method in the practice of higher education institutions is recommended.