Evaluation of the bank’s attractiveness for corporate clients

Анотація

Introduction. In conditions of high volatility of the market environment, there is a constant competition between banks for customers, espe­cially corporate ones, which generate a signifi­cant part of their income Problem. Customers are faced with the ques­tion of choosing a bank with the best conditions for their service. And since there is no single list of criteria or methods that would make it pos­sible to unambiguously compare the attractive­ness of banks from the customers’ side, the rese­arch proposed a method for choosing a bank. The aim of the article– is to develop an integrated approach to assessing the bank’s attractiveness for corporate clients Methods. The methods of system-structural, comparative analysis, logical generalization, scoring, rating are applied. Results. Banking service for corporate cli­ents is an integral part of the activities of both sides. Due to the large number of banks and the wide variety of their services, clients constantly face the problem of choosing a bank for service. The key criteria that influence the choice of banks by clients and generate opportunities for their cooperation were determined. A model for calculating the integral coefficient of attracti­veness of the bank for corporate clients was developed, its calculation was carried out. Ba­sed on the results of this calculation the rating of Ukrainian banks was compiled. Conclusions. The availability of objective information while choosing a bank for service is a key point in the process of strategic planning of the activities of any legal entity. It is important to find simple tools for evaluating the bank. The proposed methodological recommendations regar­ding the application of the integral coefficient are intended for use by corporate clients when choosing a bank for service.

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