ESSENTIAL AND THEORETICAL ASPECTS OF THE SALE OF BANKING SERVICES
Journal Title: Інноваційна економіка - Year 2018, Vol 77, Issue 9
Abstract
Purpose. The aim of the article is the clarification of the essence of sales of services, substantiation of sales functions, systematization of the classification of types of sales and the separation of those used in the banking business, generalization of the specifics of sales of banking services, which is necessary for improving their quality and forming a client-oriented model of service of bank customers. Methodology of research. The theoretical and methodological basis of the study is the systematic approach to the understanding of the fundamental principles of economic theory and marketing theory, the work of scientists and practitioners., the system of general scientific and special methods is used to achieve the stated goal and to solve the problems, namely: methods of analysis, synthesis and generalization – for studying the main aspects of sales of banking services; abstract and logical method – to formulate the conclusions of the study. Findings. The essence of sales of services as a complex process, which includes the search for possible buyers, presentation of services, achievement of a service agreement, post-sales support of the service, is substantiated. Sales functions are formulated. It has been established that retail banking is widely used for personal, mobile and cross-selling. It is determined that the high degree of individualization of banking services requires the presence of highly skilled workers able to actively promote banking products, more fully meet customer’s requests, thereby forming a positive image of the bank. Originality. The essence of sales of services is specified, functions of sales are defined, the classification of types of sales is systematized. The types of sales used in the banking business are distinguished based on the generalization of the specifics of sales of banking services. Practical value. The obtained results of the research are the basis for improving the organization of sales of banking services and the formation of client-oriented approaches in banks.
Authors and Affiliations
Serhii Viktorovych Kyrylenko
Keywords
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