Diagnostics and substantiation of competitive advantages of commercial bank

Анотація

The article deals with topical issues of diagnostics and substantiation of competitive advantages in commercial banks. It is stated that the priority for banks in the context of achieving a high level of competitiveness in the banking services market is to provide competitive advantages over direct and potential competitors based on the introduction of innovative banking products, improving customer service, optimizing the cost of attracting and placing banking resources. Diagnostics of competitive advantages, rocak and strong parts of the evaluated bank in the struggle against competitors by the integral method is carried out in this work. The application of this method is based on determining the location of competitors for each object of evaluation by ranking the achieved values of indices. It is emphasized that the obtained data, in addition to finding competitive advantages, allow us to form the main directions of further analysis and substantiation of management decisions. The competitive advantages of the bank are the result of effective banking management, its management's ability to respond promptly to changing market needs and promptly adapt to them. It is noted that in order to establish and manage customer relationships, it is advisable to introduce a Customer Relationship Management (CRM) system, which, according to basic research, improves the quality of service by up to 40%. It has been found that the CRM system of managing the sales of banking products is more effective due to the ability to monitor the implementation of the product sales plan and to develop the customer base through cross-sales, taking into account the client's contact history with the bank. The development and refinement of such new customer database technologies causes significant changes in the classic concept of organization and operation of information systems.

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