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

Kiselitsa E.P.1, Khazipova G.A.2
1 Тюменский государственный университет, Russia
2 ООО «Этажи»

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Journal paper

Journal of International Economic Affairs (РИНЦ, ВАК)
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Volume 9, Number 3 (July-September 2019)

Citation:

Kiselitsa, E. P., & Khazipova, G. A. (2019). The formation of customer loyalty of the bank as a factor to ensuring its competitiveness. Journal of International Economic Affairs, 9(3), 2285-2298. https://doi.org/10.18334/eo.9.3.40970

Indexed in Russian Science Citation Index: https://elibrary.ru/item.asp?id=41243708
Cited: 5 by 07.12.2023

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.

Keywords: loyalty, bank's competitiveness, loyalty formation

JEL-classification: G21, G24, G29

Похожие статьи:

   Structural equation modeling in evaluation of factors affecting customer loyalty in banks (До Тхи Куен, Саяпина К.В.) Creative Economy. Num. 11 / 2020

   Loyalty programs in the customer relationship management system (Завьялова Н.Б., Кравец А.А.) Journal of Economics, Entrepreneurship and Law. Num. 2 / 2021

References:

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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).
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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).
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