THE APPROACH TO THE ESTABLISHMENT OF MODERN CRITERIA FOR ASSESSING THE CLIENT ORIENTATION OF THE BANK

Georgy M. Mishulin () and Alexander V. Gubin ()
Additional contact information
Georgy M. Mishulin: Kuban state technological university
Alexander V. Gubin: Kuban state technological university

Annals of marketing-mba, 2019, vol. 4

Abstract: The aim of the work is to establish modern criteria for assessing the client orientation of banks. In the process of disclosure of the concept of "customer focus" in its connection with key concepts in marketing, a systematic approach, methods of analysis and synthesis were applied. Modeling on the basis of the stated scientific ideas of the business process of providing services and integrated banking marketing allowed the authors to propose as modern criteria for assessing the customer orientation of the Bank the effectiveness of communication on a par with the degree of adaptability and permeability of the Bank to technical and technological innovations.

Keywords: banks; service; customer orientation of the Bank; communication; model of customer-oriented banking business process of rendering services; model of integrated banking marketing; criteria of customer orientation. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.marketing-mba.ru/article/v4_19/Mishulin.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mmb:journl:articl_v4_17_19

Access Statistics for this article

More articles in Annals of marketing-mba from Department of Marketing, Marketing MBA (RSconsult) Contact information at EDIRC.
Bibliographic data for series maintained by Sidorchuk, Roman ().