ЛІКВІДНІСТЬ ОЧИМА МАРКЕТОЛОГА В УПРАВЛІННІ РОЗВИТКОМ БАНКУ

Abstract

The article examines the evolution of the bank in terms of the relationship between liquidity as one of the most important results in the bank's activities and the implementation of marketing strategy by expanding the customer base of the bank. The direct and inverse order of the relationship between the indicators in the pair «bank liquidity – the size of the bank's customer base» is studied. Firstly, a direct connection is considered, which is more obvious in the formulation of the research task. That is, how the bank's marketing strategies have an impact on its liquidity. Thereof, the following marketing strategies are determined: communication strategy, market segment conquest strategy, profit maximization strategy, risk minimization strategy. Each strategy was considered, a description of marketing actions on the impact on the level of liquidity of the bank. It is noted that the banks of Ukraine today do not fully involve marketing departments in determining and developing a strategy for the development of the bank, so banking marketing does not have a decisive impact on overall performance. The size of the customer base was more interesting to determine the impact of liquidity on one of the indicators of banking marketing. In this direction, the chain of connections «bank liquidity – bank reliability – bank attractiveness for customers – growth of the bank's customer base» was studied. Banks of Ukraine with different levels of liquidity indicators were selected to organize the study. To do this, an analysis of the dynamics of liquidity ratios of these banks in 2021. Next, the chain indicators were studied in pairs, that is, it was assessed whether the difference between banks in reliability (calculated coefficient of reliability), the total size of their customer bases and the volume of lending and deposits (using the method of comparative analysis). According to the results, it is stated that there is a direct relationship between the liquidity of selected banks and the size of their customer base. Thus, the hypothesis put forward during the study was fully confirmed. The practical significance of the results is the organization of conscious influence of the bank's marketing on the processes of its progressive development, understanding of the top management of Ukrainian banks the importance of marketing actions in achieving better financial results, as well as how such various indicators of bank performance banks, can influence each other to organize further more effective management of banks.