BUSINESS INFORM JOURNAL.

УКР

ENG

Search:

REGISTRATION CERTIFICATE

KV #19905-9705 PR dated 02.04.2013.

FOUNDERS

RESEARCH CENTRE FOR INDUSTRIAL DEVELOPMENT PROBLEMS of NAS (KHARKIV, UKRAINE)

According to the decision No. 802 of the National Council of Television and Radio Broadcasting of Ukraine dated 14.03.2024, is registered as a subject in the field of print media.
ID R30-03156

PUBLISHER

Liburkina L. M.

SITE SECTIONS

Essence of Financial Inclusion in a Client-Oriented Approach at the Banking Market
Ptashchenko O. V., Kosharna V. V.

Ptashchenko, Olena V., and Kosharna, Valeriya V. (2019) “Essence of Financial Inclusion in a Client-Oriented Approach at the Banking Market.” Business Inform 7:299–304.
https://doi.org/10.32983/2222-4459-2019-7-299-304

Section: Finance, Money Circulation and Credit

Article is written in Ukrainian
Downloads/views: 7

Download article (pdf) -

UDC 338.27:519.71.46

Abstract:
The article considers the main elements of financial inclusion as parts of the client-oriented marketing and client-oriented approach in the modern system of banking services. In today’s environment, the development of the banking business is inextricably linked to automation, the introduction of the latest technical tools and advanced banking technologies to promote banking products and services to the market, as well as to the search for instruments for increase the attractiveness of banking products, aided by innovation. Financial inclusion nowadays is a kind of instrumentarium for countering the banking and financial isolation. It covers a range of products or services that are both financial and non-financial, accessible to all segments of the population. The use of financial inclusion and client-oriented marketing in a banking institution comes down to targeting and developing elements such as culture (a culture of communication and the internal culture of organization); technology (introduction of modern information and other technologies); employees; processes; clients. Therefore the marketing client-oriented approach suggests the bank’s primary orientation not on its own product, but on the real needs of consumers. That is why a thorough study of the market along with an analysis of the changing tastes and preferences of consumers of banking services are so necessary. A bank employee becomes a seller of financial products. In the process of communication with each client, he is called to identify the specific forms of financial servicing that the client needs, to explain to the latter the necessity and profitability of each settlement.

Keywords: marketing, banking marketing, marketing in bank sphere, client-oriented marketing, client-oriented approach, financial inclusion.

Bibl.: 15.

Ptashchenko Olena V. – Doctor of Sciences (Economics), Professor, Professor, Department of Entrepreneurship and Trade, West Ukrainian National University (11 Lvivska Str., Ternopil, 46009, Ukraine)
Email: [email protected]
Kosharna Valeriya V. – Student, Simon Kuznets Kharkiv National University of Economics (9a Nauky Ave., Kharkiv, 61166, Ukraine)
Email: [email protected]

List of references in article

Holovko, A. T. et al. Systema bankivskoho menedzhmentu [Banking management system]. Kyiv: Firma «INKOS», 2004.
Zavadska, D. V. Formuvannia systemy bankivskoho marketynhu [Formation of banking marketing system]. Odesa: ONPU, 2003.
Keller, K. L. Strategicheskiy brend-menedzhment: sozdaniye, otsenka i upravleniye marochnym kapitalom [Strategic brand management: creation, evaluation and management of branded capital]. Moscow: ID «Vilyams», 2005.
Kyrychenko, O. “Stratehichnyi menedzhment u banku“ [Strategic management in the bank]. Bankivska sprava, no. 5 (2001): 3-7.
Kotler, F. et al. Marketynhovyi menedzhment [Marketing Management]. Kyiv: Khimdzhest, 2008.
Liutyi, I. O., and Solodka, O. O. Bankivskyi marketynh [Banking marketing]. Kyiv: TsUL, 2010.
Nikitin, A. V. Marketynh u banku [Marketing at the bank]. Kyiv: KNEU, 2001.
Ofitsiinyi sait Svitovoho banku. http://www.worldbank.org/
Popova, N. Yu., and Khabarov, V. I. Bankovskiy marketing [Bank marketing]. Moscow: MPFA, 2004.
Ptashchenko, O. V. “Pidvyshchenni efektyvnosti zbutovoi polityky pidpryiemstva cherez vykorystannia Internet-marketynhu“ [Improving the effectiveness of enterprise marketing policies through the use of Internet marketing]. Krymskyi ekonomichnyi visnyk, vol. ІІ, no. 2 (03) (2013): 113-117.
Ptashchenko, O. V., and Miroshnykova, Ye. D. “Pobudova CRM-systemy yak osnovy formuvannia komunikatsiinoi polityky mizh orhanizatsiieiu ta kintsevym spozhyvachem“ [Creation of CRM-system as the basis of communication policy formation between the organization and the end consumer]. Visnyk Skhidnoukrainskoho natsionalnoho universytetu im. V. Dalia, no. 6 (2016): 108-116.
Ptashchenko, O. V. “Udoskonalennia imidzhu pidpryiemstva sfery posluh za rakhunok suchasnykh informatsiinykh instrumentiv“ [Improvement of image of enterprise of service sphere at the expense of modern information tools]. Sotsialno-ekonomichnyi rozvytok rehioniv v konteksti mizhnarodnoi intehratsii, no. 16 (5) (2015): 121-125.
Ptashchenko, O. V. “Formuvannia marketynhovoi pidtrymky tovarnoi innovatsiinoi polityky“ [Formation of marketing support for product innovation policy]. Biznes Inform, no. 7 (2012): 221-223.
Tkachuk, V. O. Marketynh u banku [Marketing at the bank]. Ternopil: Syntez-Polihraf, 2006.
Frost, S. M. Nastilna knyha bankivskoho analityka: hroshi, ryzyky i profesiini pryiomy [Banking Analyst's Desk: Money, Risks, and Professional Techniques]. Dnipropetrovsk: Balans Biznes Buks, 2006.

FOR AUTHORS

License Contract

Conditions of Publication

Article Requirements

Regulations on Peer-Reviewing

Publication Contract

Current Issue

Frequently asked questions

INFORMATION

The Plan of Scientific Conferences

OUR PARTNERS

Journal «The Problems of Economy»

The site and its metadata are licensed under CC BY-SA.

Write to webmaster