Management of consumer behavior in a global competitive environment

Abstract

The object of research is the process of managing consumer behavior under modern conditions. The subject of research includes the methods, models, and tools used to manage the behavior of customers of a banking institution under contemporary circumstances. The purpose of the master's thesis is to enhance the theoretical foundations and methodological tools for managing consumer behavior, particularly under wartime conditions. The obtained results are of significant practical importance, as the theoretical propositions, conclusions, and recommendations from the research have been transformed into methodological tools that can be directly applied in banking practice to improve the management of consumer behavior. Practical significance: The results of this study offer actionable strategies for PJSC "BANK VOSTOK" to better manage consumer behavior, especially in challenging conditions such as wartime. These insights can also be adapted by other banks to strengthen customer relationships, improve service delivery, and maintain competitiveness in volatile environments.