Customer-oriented strategy as an element of the company's marketing complex

Abstract

The object of research is the processes involved in forming a client-oriented strategy for banking institutions. The subject of research includes the system and methods for developing a client-oriented strategy for banks. The purpose of the master's thesis is to study the theoretical and practical aspects of developing and improving the efficiency of client-oriented strategies in commercial banks. Tasks of a qualifying master's thesis include: to investigate the essence of client-oriented strategy within bank marketing; to examine quality standards for customer service in banking institutions; to identify the main methods for assessing the customer orientation of a bank's staff; to provide the technical and economic characteristics of JSC CB "PrivatBank"; to analyze the main principles of customer orientation as part of the bank's marketing strategy; to evaluate the effectiveness of customer policies at JSC CB "PrivatBank" under martial law conditions; to determine key directions for improving the effectiveness of a bank's client policy; to develop a step-by-step algorithm for enhancing customer loyalty; to assess the effectiveness of the proposed algorithm.