BUSINESS INFORM JOURNAL.

УКР

ENG

Search:

REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

PUBLISHER

Liburkina L. M.

SITE SECTIONS

Management of a Commercial Bank on the Basis of Client Orientation
Tardaskina T. M., Stankevych I. V., Sakun H. O.

Tardaskina, Tetiana M., Stankevych, Iryna V., and Sakun, Hanna O. (2022) “Management of a Commercial Bank on the Basis of Client Orientation.” Business Inform 1:373–382.
https://doi.org/10.32983/2222-4459-2022-1-373-382

Section: Management and Marketing

Article is written in Ukrainian
Downloads/views: 2

Download article (pdf) -

UDC 336.71

Abstract:
The purpose of the article is to develop theoretical and methodological aspects of managing a modern commercial bank using a client-oriented approach. As a result of the study, the most reliable commercial banks were evaluated according to the National Bank of Ukraine, namely: JSC «Raiffeisen Bank», JSC «UkrSibbank» and JSC «Credit Agricole Bank», among which JSC «Credit Agricole Bank» was identified as the most client-oriented commercial bank. It is a veritably reliable bank with foreign capital that steadily increases its client base and its market share, paying special attention to the categories of clients such as middle-class and agricultural area, effectively managing risk and profit. The authors came to the conclusion that the introduction of a client-oriented strategy ensures sales growth, lower costs for attracting new clients, increasing cross-sales, strengthening market positions, profit growth. The work identifies and substantiates practical recommendations for the formation of a modern client-oriented attractive commercial bank. The study considers such components as: organization structure, format of branches, corporate culture, qualification of staff, its attitude to the client, information and computer support, communication with the client, image, reputation of the bank, quality of services. It is proposed to segment the client base into separate groups of clients, which are the directions of further research by the authors of the article. This approach will allow to assess the possibilities of mutually beneficial cooperation with different groups of clients, define the profile of clients to determine the optimal way to promote a banking product/services, differentiate the price of banking products/services for various clients.

Keywords: client orientation, client, commercial bank, image, competition, methodology, client-oriented strategy, practical measures.

Tabl.: 5. Formulae: 2. Bibl.: 8.

Tardaskina Tetiana M. – Candidate of Sciences (Economics), Associate Professor, Associate Professor, Department of Management and Marketing, University of Intellectual Technologies and Communications (1 Kuznechna Str., Odesa, 65029, Ukraine)
Email: [email protected]
Stankevych Iryna V. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Management and Marketing, University of Intellectual Technologies and Communications (1 Kuznechna Str., Odesa, 65029, Ukraine)
Email: [email protected]
Sakun Hanna O. – Candidate of Sciences (Philosophy), Associate Professor, Associate Professor, Department of Management and Marketing, University of Intellectual Technologies and Communications (1 Kuznechna Str., Odesa, 65029, Ukraine)
Email: [email protected]

List of references in article

Redka, S. I. “Kliientooriientovanist yak holovna skladova suchasnoi innovatsiinoi stratehii komertsiinoho banku na rynku bankivskykh posluh Ukrainy“ [Customer Orientation as the Main Component of the Modern Innovation Strategy of a Commercial Bank in the Banking Services Market of Ukraine]. Naukovyi visnyk Poltavskoho universytetu ekonomiky i torhivli. 2013. http://journal.puet.edu.ua/index.php/nven/article/viewFile/642/663
Yehorycheva, S. B. Bankivski innovatsii [Banking Innovations]. Kyiv: Tsentr navchalnoi literatury, 2010.
Berry, L. L. “Relationship Marketing“. In Emerging Perspectives on Services Marketing, 25-80. Chicago: American Marketing Association, 1983.
Kyrychenko, O. et al. Bankivskyi menedzhment [Banking Management]. Kyiv: Znanyia-Press, 2002.
Riabokon, N. P. “Do pytannia formuvannia kliientooriientovanosti yak kliuchovoi kompetentsii kompanii“ [On the Issue of Formation Customer Relationship as a Key Competence of the Company]. Efektyvna ekonomika. 2015. http://www.economy.nayka.com.ua/?op=1&z=4522
“Reyting samykh nadezhnykh bankov Ukrainy 2021 goda“ [Rating of the Most Reliable Banks in Ukraine in 2021]. https://forinsurer.com/rating-banks
Liutyi, I. O., and Solodka, O. O. Bankivskyi marketynh [Banking Marketing]. Kyiv: TsUL, 2009.
Karpova, T. S. “Rating Systems of Assessment the Financial Position and Regulation of Banks Financial Activities“. Finansy, oblik, banky, no. 1 (2017): 103-110.

FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

INFORMATION

The Plan of Scientific Conferences

OUR PARTNERS

Journal «The Problems of Economy»

The site and its metadata are licensed under CC BY-SA.

Write to webmaster