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The formation of customer loyalty of the bank as a factor to ensuring its competitiveness


Kiselitsa E.P., Khazipova G.A.
(about the authors)

Kiselitsa Elena Petrovna – (University of Tyumen)

Khazipova Guzel Alfredovna – (“Etazhi” Ltd)

Published in:
Journal of International Economic Affairs
– Volume 9, Number 3 (July-September 2019)

JEL classification: G21, G24, G29

Keywords: bank's competitiveness, loyalty, loyalty formation


Citation:
Kiselitsa E.P., Khazipova G.A. (2019). The formation of customer loyalty of the bank as a factor to ensuring its competitiveness. Journal of International Economic Affairs, 9(3), 2285-2298. doi: 10.18334/eo.9.3.40970


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Abstract:

Modern conditions of fierce competition in the banking market have predetermined the importance and relevance of ensuring the competitiveness of banks. The range of services provided by banks, pricing policies and the range of banking products are quite identical. Therefore, an important tool to ensure the competitiveness of a particular bank is the formation of customer loyalty. This article presents the author's algorithm to improve the competitiveness of the bank based on the formation of loyalty of its customers using CRM-system.







References:
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