Management of a Commercial Bank on the Basis of Client Orientation
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»,...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Research Centre of Industrial Problems of Development of NAS of Ukraine
2022-01-01
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| Series: | Bìznes Inform |
| Subjects: | |
| Online Access: | https://www.business-inform.net/export_pdf/business-inform-2022-1_0-pages-373_382.pdf |
| _version_ | 1828744633406980096 |
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| author | Tardaskina Tetiana M. Stankevych Iryna V. Sakun Hanna O. |
| author_facet | Tardaskina Tetiana M. Stankevych Iryna V. Sakun Hanna O. |
| author_sort | Tardaskina Tetiana M. |
| collection | DOAJ |
| description | 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 |
| first_indexed | 2024-04-13T20:07:46Z |
| format | Article |
| id | doaj.art-6b6181d6384e45cdaa584b3ad1976356 |
| institution | Directory Open Access Journal |
| issn | 2222-4459 2311-116X |
| language | English |
| last_indexed | 2024-04-13T20:07:46Z |
| publishDate | 2022-01-01 |
| publisher | Research Centre of Industrial Problems of Development of NAS of Ukraine |
| record_format | Article |
| series | Bìznes Inform |
| spelling | doaj.art-6b6181d6384e45cdaa584b3ad19763562022-12-22T02:31:56ZengResearch Centre of Industrial Problems of Development of NAS of UkraineBìznes Inform2222-44592311-116X2022-01-01152837338210.32983/2222-4459-2022-1-373-382Management of a Commercial Bank on the Basis of Client OrientationTardaskina Tetiana M.0https://orcid.org/0000-0003-3818-7029Stankevych Iryna V.1https://orcid.org/0000-0003-3937-9145Sakun Hanna O.2https://orcid.org/0000-0002-5878-7809University of Intellectual Technologies and CommunicationsUniversity of Intellectual Technologies and CommunicationsUniversity of Intellectual Technologies and CommunicationsThe 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 clientshttps://www.business-inform.net/export_pdf/business-inform-2022-1_0-pages-373_382.pdfclient orientationclientcommercial bankimagecompetitionmethodologyclient-oriented strategypractical measures. |
| spellingShingle | Tardaskina Tetiana M. Stankevych Iryna V. Sakun Hanna O. Management of a Commercial Bank on the Basis of Client Orientation Bìznes Inform client orientation client commercial bank image competition methodology client-oriented strategy practical measures. |
| title | Management of a Commercial Bank on the Basis of Client Orientation |
| title_full | Management of a Commercial Bank on the Basis of Client Orientation |
| title_fullStr | Management of a Commercial Bank on the Basis of Client Orientation |
| title_full_unstemmed | Management of a Commercial Bank on the Basis of Client Orientation |
| title_short | Management of a Commercial Bank on the Basis of Client Orientation |
| title_sort | management of a commercial bank on the basis of client orientation |
| topic | client orientation client commercial bank image competition methodology client-oriented strategy practical measures. |
| url | https://www.business-inform.net/export_pdf/business-inform-2022-1_0-pages-373_382.pdf |
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