DEEPENING THE SEGMENTATION OF CUSTOMER MARKETS TO IMPROVE THE MARKETING MANAGEMENT OF BANKING SERVICES
Journal Title: Інфраструктура ринку - Year 2018, Vol 22, Issue
Abstract
In the article on the example of JSC “Oschadbank” the author considered how commercial banks conduct segmentation of the market. The author studied the main directions of the bank’s activities to improve the work in existing segments. It is determined that the value of updated and new banking products is determined by studying their consumer utility. The author developed and proposed a new segmentation that brings together typical customer groups. The author carried out a comparative analysis of a special loan proposal from the bank and determined the client’s motivation when choosing a particular service.
Authors and Affiliations
O. V. Shumkova
Keywords
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- EP ID EP668416
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