BUSINESS INFORM №3-2016

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Section: Finance, Money Circulation and Credit
UDC 336.717.113(477)
Kolodiziev O. M., Biliaieva V. Y.
Establishing Customer Relations with Bank on the Basis of Marketing in the Current Conditions (p. 209 - 213)
The article is aimed at developing recommendations on establishing an efficient system of customer relations with bank on the basis of marketing with use of financial innovation. An analysis of the leading world experience for development and implementation of financial innovation in banking practices has been conducted, the most efficient financial innovation of technological, production, process and organizational nature have been identified. The role and benefits of various financial innovations for establishing customer relations on the principles of marketing have been examined, the most feasible of such innovations for implementation into practice of the domestic banking institutions have been identified. Prospects for further researches in this direction could be recommendations on improving the working methods of banks in the direction of developing customer relations on the basis of marketing approach, as well as establishing marketing strategies for promoting innovative financial products and services.
Keywords: bank, customer relations, marketing approach, financial innovation, banking product, banking service
Tabl.: 1. Bibl.: 16.

Kolodiziev Oleh M. – Doctor of Sciences (Economics), Professor, Head of the Department, Department of Banking and Financial Services, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]
Biliaieva Viktoriia Yu. – Postgraduate Student, Department of Banking, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Kolodiziev, Oleh M., and Biliaieva, Viktoriia Yu. (2016) “Establishing Customer Relations with Bank on the Basis of Marketing in the Current Conditions.” Business Inform 3:209–213.

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