MARKETING DEVELOPMENT IN THE BANKING SECTOR WITHIN THE FRAMEWORK OF CUSTOMER-ORIENTED APPROACH

Abstract

The article considers the principal components of bank marketing along with providing insights into the bank marketing concept and pathways for its improvement. The study identifies the key trends and stages in bank marketing development. It is emphasized that the current mainstream in the banking sector is closely linked to the on-going processes of automation, computerization, globalization, permanently updated technological tools and advanced banking technologies. Innovations have become an integral part of banking activities and encouraged to implement a range of marketing and logistics concepts to boost the competitiveness of a banking product. Marketing approach in the area of banking provides for the use of such modern innovative marketing concepts as the concept of socio-ethical marketing, the greening concept, the concept of individualization and concept of humanization which help to promote a customer-oriented approach in the context of bank activities. This approach ensures the creation of a positive image of bank institutions and contributes to enhance their competitiveness on the bank services market. The key fundamental principles for the use of customer-oriented approach and the overall customer-oriented marketing policy in the banking sector are the following: increased competition on the financial and bank services market, globalization processes in society, building new principles of providing financial and banking services, etc.