The formation of customer loyalty of the bank as a factor to ensuring its competitiveness

Киселица Е.П., Хазипова Г.А.
The formation of customer loyalty of the bank as a factor to ensuring its competitiveness - View in Russian

 Скачать PDF

Abstract:
Modern conditions of fierce competition in the banking market have predetermined the importance and relevance of ensuring the competitiveness of banks. The range of services provided by banks, pricing policies and the range of banking products are quite identical. Therefore, an important tool to ensure the competitiveness of a particular bank is the formation of customer loyalty. This article presents the author's algorithm to improve the competitiveness of the bank based on the formation of loyalty of its customers using CRM-system.

JEL-Classification:

Citation:
Kiselitsa, E.P., & Khazipova, G.A. (2019) The formation of customer loyalty of the bank as a factor to ensuring its competitiveness. Ekonomicheskie otnosheniya, 9(3), 2285-2298. doi: 10.18334/eo.9.3.40970 (in Russian)

Приглашаем к сотрудничеству авторов научных статей

Публикация научных статей по экономике в журналах РИНЦ, ВАК (высокий импакт-фактор). Срок публикации - от 1 месяца.

creativeconomy.ru Москва + 7 495 648 6241



References:
Avdeeva E.A., Chaplygina U.A. (2017). CRM-sistema kak osnova povysheniya konkurentosposobnosti organizatsii [The CRM system as the basis for increasing the competitiveness of the organization]. Kontsept. (S13). 62-66. (in Russian).
Levkina A.V., Butrina Yu.V. (2016). Metodika formirovaniya integralnoy otsenki konkurentosposobnosti kreditnoy organizatsii [Methods of forming an integrated estimation of competitiveness of the credit organization]. The young scientist. (30(134)). 229-231. (in Russian).
Raykheld F.F. (2005). Effekt loyalnosti: dvizhuschie sily ekonomicheskogo rosta, pribyli i neprekhodyaschey tsennosti [The loyalty effect: the driving force of economic growth, profits and lasting value ] M.: Izdatelskiy dom «Vilyams». (in Russian).
Ruchkin A.V., Trofimova O.M. (2015). Algoritm formirovaniya i razvitiya programmy potrebitelskoy loyalnosti v kommercheskoy organizatsii [Algorithm of designing and development of the customer loyalty program in a commercial enterprise]. Voprosy upravleniya. (6(37)). 127-134. (in Russian).
Банк России провел четвертый ежегодный замер индикаторов финансовой доступностиCbr.ru. (in Russian). Retrieved June 21, 2019, from https://www.cbr.ru/press/event/?id=1955
Кокшарова Н.Б. Потребительская лояльность как основное конкурентное преимущество современных компанийSibsutis.ru. (in Russian). Retrieved June 21, 2019, from https://www.sibsutis.ru/upload/publications/a34/yurwpjpeyzvy%20uwevlx%202014%20kzbqpj.pdf
Котлер Ф. Маркетинг менеджмент. Экспресс-курсMirznanii.com. (in Russian). Retrieved June 21, 2019, from http://mirznanii.com/a/145347-82/marketing-menedzhment-ekspress-kurs-kotler-f
Щепакин М.Б. К разработке методического подхода к оценке конкурентоспособности в условиях их маркетинговой ориентацииCyberleninka.ru. Retrieved May 31, 2019, from https://cyberleninka.ru/article/v/k-razrabotke-metodicheskogo-podhoda-k-otsenke-konkurentosposobnosti-predpriyatiy-v-usloviyah-ih-marketingovoy-orientatsii