АНАЛІЗ, ПРОБЛЕМИ ТА ШЛЯХИ УПРАВЛІННЯ ДЕПОЗИТНОЮ ДІЯЛЬНІСТЮ БАНКІВСЬКОЇ УСТАНОВИ (НА ПРИКЛАДІ АТ КБ «ПРИВАТБАНК»)

Abstract

In modern conditions, banking institutions must constantly manage their deposit activities, form an effective deposit portfolio, develop a rational deposit policy, offer such a range of deposit products that can cover the maximum number of customers of the bank's target segments, since the attracted resources are the basis of the bank activity, without them, it will be impossible for the banking institution to effectively perform its intermediary role in the financial market. Banks can carry out long-term lending or investments, reach a higher level of economic activity only with a constant increase in deposit resources. The analysis has shown that the studied bank attracts large amounts of resources, which occupy a significant part of the bank's liabilities. The results of the analysis of the dynamics of deposits in the bank's deposit accounts over the past five years (in the distribution by depositors, maturity dates and currencies of deposits) are presented, as well as an analysis of the structure of financial resources attracted by the banking institution. The results of the analysis of the dynamics of the bank's interest expenses and interest income are given. An assessment of the bank's implementation of the deposit policy conducted through coefficients is also given. It has been found that currently the bank offers a small number of deposit products, in particular, to individuals, a significant part of these products is aimed at attracting resources from a narrow segment of customers, such as teenagers and military personnel. There is also a problem of insufficient coverage by highly liquid funds and the bank's own capital of its short-term resources, in particular, due to the significant amount of its short-term resources, the share of which increased throughout the studied period. There is also a high level of staff turnover, which can negatively affect the qualifications of the institution's employees. So the banking institution should take these problems into account and try to neutralize or at least minimize them in the process of managing its deposit activities. In order to increase the resource potential of the investigated banking institution, the expediency of implementing individual proposals has been substantiated, which will allow to attract funds of individuals and legal entities to bank accounts, especially to time deposits, which are a priority for these institutions, and in general, to increase the loyalty of existing bank customers, as well as to make bank more attractive to potential employees.