CUSTOMER SERVICE IN FINANCIAL INSTITUTIONS: ASPECTS OF PARTNER MARKETING

Анотація

The article describes the main aspects of improving customer service of the bank using elements of affiliate marketing. The formation of high attractiveness of the bank for the client by establishing strategically promising partnership relations presents the formation of high attractiveness of the bank for the client. The bank expects long-term economic benefits, and the client expects to receive an acceptable level of service. The main aspects of KREDOBANK JSC activity are analyzed, and it is noted that the bank is a leader in providing banking services in Western Ukraine. These services include retail and business lending, bank card and account servicing, valuables storage services, and more. To assess the current situation regarding the customer base and establish partnerships with customers, increase the attractiveness of JSC "KREDOBANK" conducted a survey of retail customers on the basis of questionnaires. Based on the analysis of the survey results, the strengths and weaknesses of the studied bank were identified. The positive side is that most of the bank's customers are economically active people with stable monthly incomes. At the same time, new opportunities were identified to attract new clients, namely student youth. This category of the population in the future, with a well-formed policy of the bank in terms of customer service, may become its customers in the segment of the economically active population. Therefore, a new package of services "Student" was developed and proposed, which on the basis of the existing tariff package of the bank, provides lower tariffs, reduced commission for transactions, lower interest on a loan for small amounts, extended grace period when using an overdraft. As a result of the study, along with the positive elements (staff competence, level of communication, bank reliability), such negative trends in customer service as low speed of customer service, lack of understanding of customer needs (in some cases). In order to eliminate these negative elements and increase the level of customer service, it is proposed to improve the existing Internet banking system. These improvements apply to the mobile application: it is proposed to update its design, expand functionality, eliminate malfunctions.

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