КЛІЄНТООРІЄНТОВАНИЙ ПІДХІД ДО ВИЗНАЧЕННЯ СТРАТЕГІЇ РОЗВИТКУ ДІЯЛЬНОСТІ ФІНАНСОВО-КРЕДИТНИХ ОРГАНІЗАЦІЙ

Abstract

The article substantiates the necessity of applying a client-oriented approach to developing a strategy for developing the marketing activities of financial and credit institutions, in particular banking institutions. In today's business environment, financial institutions, like any business entity, must compete to attract potential customers, increase their financial services, and increase their profitability. The analysis of the activity of Ukrainian banks in particular showed a low level of their competitiveness in comparison with foreign banks, the number of which remains quite large in the Ukrainian financial market. The main problem of increasing the competitiveness of domestic banks is the low mobilization of financial resources of the population, economic entities, etc., and the related capitalization of banks.The main measures of raising the capital of the bank in the current conditions of development of the domestic economy are attracting deposits with capitalization of income and additional issue of shares. The only barrier to using the first method of bank capitalization today is the low level of trust of its clients - individuals and legal entities. The use of the second method - the issue of shares - is nowadays significantly limited due to the underdevelopment of the stock market and the imperfection of the legislation in force in this field. It is concluded that in the difficult conditions of functioning of the financial market and the economy of Ukraine as a whole, in defining a development strategy, it is necessary to use an approach that would maximally satisfy the needs of potential clients of banks, increase their confidence level and allow to increase the volume of using bank servicesIt is determined that the application of a client-oriented approach allows not only to increase the level of bank reliability from the point of view of clients, but also to solve the existing problem of the national economy related to the mobilization of financial resources of the population, economic entities, capitalization of banks and increase their level of competitiveness. market of financial and credit services of Ukraine.