THE FORMATION AND DEVELOPMENT OF SOCIAL CAPITAL OF THE POSTAL SERVICE

The article deals about development of social capital in postal services, which currently present one of most needed area of improvement in this sector. Mainly for national postal operators is necessary to improve approach of employees in affiliates.

only in relations between people. Social responsibility can be part of a policy to the strengthening social capital, but it is not the source of the development of social capital. Clients capital can be formed only in the presence of a considerable stock of social capital in the company. Some scholars refer social capital to intellectual capital. Nevertheless, in our view, social capital is only an aggregate of intellectual capital.
Let's look in details at the nature of social capital. After analyzing the leading concepts about this concept, we have concluded that social capital is an intangible factor of production, which is formed in the relationship within the company and in interaction with all stakeholders, it helps to increase profit by reducing transaction costs and increasing the efficiency of the organization. Among the main elements of social capital should allocate trust, social networks, business reputation, social and values norms. By itself social capital is difficult to consider as an economic factor of income. Because its amorphous nature does not allow to distinguish a direct link between the results of the company and the level of social capital.. But it is quite easy to notice that low efficiency accompanied by the absence of social capital. For example, if low level of trust and reputation for a postal service is available for company, the client is unlikely to want to use the services of this organization, experiencing for the safety of his property. Or undeveloped social networks leads to an increase in transaction costs. A lack of social values and norms of workers is unlikely to promote the innovation or organizational development of postal services.
Low quality and deformation of social capital can be expressed in the following processes at the enterprise of postal service:  High staff turnover;  Poor psychological climate in the collective;  Lack of established values and norms;  Reduction customer trust to the company that causes falling sales of services. Therefore, social capital is a specific management filter that transforms the human, organizational and financial resources, forming client and financial assets of the organization (Fig.1).
How is the social capital formed in the postal services?! Sprouts of social capital penetrate into the business structure since the inception of the organization. There is dominant opinion that financial and material capital is the most important in nucleation postal enterprises, but the lack of social capital can quite easy to refute this statement. After all, at the stage of creating the most significant impact have social relationships and presence social networks of the founders that help to unify the postal enterprise in the market, attract funds and find the first customers. At the stage of development of postal services the most weight are played such following elements of social capital as trust and social networks. At the stage of maturity is more important to insert specific social norms and values, to enhance the level of business reputation. Moreover, the development of social values for the postal service, in our opinion, would be advisable to take into account the idea of shared value of Michael Porter [6]. According to this concept postal company must promote such values that would be common for customers and clients. Postal service must implement the global needs of society in their social norms. These needs can meet the objectives of energy savings, budget resource of consumers or ecological packaging which would not pollute the environment. Social values of the organization may arise from the policy of social responsibility in the company. For example, social values in postal organizations can be formed due to the availability of such social superstructures as kindergartens, recreation programs and free education for employees. All these measures are useful not only for employees but also for own sake of company, because it is a contribute to the creative spirit and to increasing productivity, which has a direct impact on profits. Another issue that needs attention in the postal service is setting up the optimal delivery routes in parallel with the reduction of carbon emissions by cars which transport parcels. Switching to ECO fuel use will contribute not only cost savings but also will help to save the environment. Thus, the postal service creates the joint social values. So primarily, for the managing apparatus should be established social norms in the company that would entail the benefits to all stakeholders of the postal service.
Trust is very important at the stage of development of service enterprises. Trust is the determining factor of success of any telecommunications organization. After all, trust acts as support for a strong and stable customer capital. Trust in postal organization is the evidence of confidence in quality service. The second side of trust in the organization is the relationship in a collective. If there is trust, then will take place process of generating ideas, delivering creative initiatives to the management of organization. If there is no trust, then will be spread conflicts, will be formed an unfavorable psychological climate that will lead to an additional financial burden. Social networks are channels for the disseminating information and knowledge. They are essential in creation of marketing channels, selection of personnel or implementation of innovations as soon as possible. In our view, it is appropriate to allocate internal and external social networks. Internal social networks are relationships between employees that may be formed on basis of information networks and by establishing verbal contact. A key place in external social networks occupy online networks such as Facebook and Linked in, where potential customers and employees can find information on postal services.
At the stage of maturity of postal service is very important to ensure the appropriate level of business reputation, which is based on respect, shared values and loyalty. Business reputation is a manifestation of social capital in market relations.
Useful tools in the management of social capital will be drawing up the balance of the organization's goals (Fig. 2).
General interdependence between social capital and efficiency of the company can represented in the form of cubic parabola. Improving social capital in a one conditional units value leads to an increase in efficiency by 3 conditional units value (Fig. 3). The practical essence of the formation of social capital is displayed on example of "Nova Poshta" which is the modern Ukrainian postal service. "Nova Poshta" is a company that less than a decade has become the leader of Ukrainian postal services market. It owes much to the high level of social capital for this rapid development. Trust at "Nova Poshta" is guaranteed by reliability and timeliness of delivery. The company is actively developing its intellectual capital. Friendly relations and ease in communication between employees have facilitated the introduction of modern management techniques. Mothballed bureaucracy is missing for "Nova Poshta".
Quite a lot of workers last 30 years are in the managerial staff, which active interaction creates new ways of strategic development of the company. Social cohesion of collective paves the way for national cultural traditions. Recently workers "Nova Poshta" outlined the Ukrainian living emblem from persons. And accordingly this strengthens business reputation in the eyes of Ukrainian who prefers national patriotic producers. It should be noted that social capital was not subject of management in the "Nova Poshta", but it is become automatically integrated phenomenon in the process of historical circumstances. However, this example clearly demonstrates the relationship between the prosperity of the company and the level of social capital.
The process of management of social capital needs further research, which should include so objectives:  Diagnostics of social capital using the questionnaire method and expert assessments (analysis of existing social norms and values in the business, determine the level of trust on the part of employees and customers, monitoring of social networks, rating business reputation of the firm);  Formation of the proposals about strengthen social capital in the organization.
For example, you can improve trust by establishing of a transparent relationships, by the fulfillment of obligations, by demonstration of respect and by the ability at first to hear the opinion of the employee, by the dismantling of past conflicts, by the prevalence of loyalty, by the clarify expectations about achieve results, by the awareness of the real situation of the company;  Selection and implementation of the most influential and priority measures to enhancing of social capital;  Development management techniques of social capital. One of the most effective methods in the formation of social capital is the personal relationships coaching which investigates various points of view of employees, managers and customers to each other, determines brake elements of relationships and developes vision for effective interaction.