ASPECTS OF FORMATION OF CORPORATE CULTURE IN THE BANKING SECTOR OF UKRAINE

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 ЕКОНОМІКА ТА УПРАВЛІННЯ ПІДПРИЄМСТВАМИThe article considers the principles of formation of corporate culture in the domestic banking institutions.Topicality of the research is due to permanent and neutrino attention of the theory and practice of management to the personnel management system, creation of favorable psychological climate in the organization and ensures effective corporate culture.In the aspect of determining the prerequisites for the establishment of good corporate culture the Bank has focused on such criteria for the success of banking institutions as stress, the loyalty of investors and a place in the ranking for retail deposits, which is constantly monitored by the Ministry of Finance of Ukraine.We have studied the ranking of banks according to national rating, according to which the first position is the Internet bank "Monobank", which offers the convenience and speed of service and a large percentage of cash back on many types of transactions.The study problem focused on the main problematic moments of the slogans of domestic banking institutions, their comparative characteristics with the motto of foreign banks in the aspect of accessibility, informativeness and completeness of the information about the mission of the banks.Judging from the diversity of the mottos of the Ukrainian banks, we can infer the existence of two types -the General slogan that is part of the brand, and a slogan developed for a specific advertising campaign or product.The situation with regard to the first case is quite problematic, as common phrases may not carry to the consumer any information about the Bank or about his product.The main principles of corporate culture are highlighted in the article.It is stated that corporate culture is a component of corporate governance of the bank, which is determined by the main stakeholder -the state represented by the Ministry of Finance and clients (consumers of banking products).The focus and the statement that the ideal value of corporate culture is at the heart of the square of types of organizational culture, the vectors of which are: cooperation, creation, control, competition.The size of each vector for each individual bank is different and is determined by the chosen development strategy -benchmarks, mission, goals, and plans.

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