Abstract
Competitiveness is a category and phenomenon that attracts the attention of researchers of many directions and spheres of activity, but still has unsolved problems, mostly of applied importance. Thus, in the aspect of the activity of financial institutions, in particular banking, the issues regarding the essence of the relevant concept and the methods and approaches to its evaluation remain unresolved. Therefore, the purpose of the study was to clarify the essence of the concept of competitiveness in the financial market, to determine the directions and components of the assessment of the competitiveness of banking institutions, to consider the features of such an assessment on the example of a specific bank. To achieve the goal, a comprehensive analysis of information from open sources and mass media was carried out, methods of systematization, structural-logical generalization, matrix, expert, analytical-calculation and other methods were applied. The conducted analysis made it possible to offer an author's definition of the category "competitiveness of banking institutions", to systematize proposals and to propose a certain sequence of analysis and assessment of banks' competitiveness and the corresponding tools for such assessment. In the course of the study, the conditions for the use of analytical indices in the assessment of competitiveness were clarified, the features of conducting a comprehensive assessment of the competitiveness of banks, including the use of qualitative indicators, were determined. The result is proposals for the application of a certain algorithm for consistent and multifaceted assessment of banks' competitiveness, which allows for a more justified and systematic determination of directions for its improvement. Approbation of the proposed approach was carried out on the example of JSC "Oschadbank". The developed recommendations of a scientific, methodical and practical nature will contribute to increasing the objectivity of assessing the competitiveness of banking institutions and finding directions for its improvement, taking into account the peculiarities and specifics of banks' activities.
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