ПРОГРАМИ ЛОЯЛЬНОСТІ УКРАЇНСЬКИХ БАНКІВ: АНАЛІЗ І ПЕРСПЕКТИВИ РОЗВИТКУ

Abstract

In recent years, a variety of loyalty programs have been promoted among clients in the banking services market. The high level of competition, the rapid development of digital technologies and other factors encourage banks to actively promote such programs. The choice by the bank of a specific or complex loyalty program depends on the goals determined by the management of the financial institution. The purpose of the article is to study loyalty programs of leading Ukrainian banks, to determine the main goals for the achievement of which such programs are introduced, to determine the basic requirements for bank loyalty programs, to group loyalty programs according to certain criteria. The article analyzes the main components of the loyalty programs of the leading Ukrainian state and private banks. The most extensive and accessible for clients is the Monobank loyalty program. It has been established that the loyalty program is chosen by the bank depending on the goals set for itself by the financial institution. Such a goal may be to increase profits or other specific goals – to increase the customer base, promote a particular banking product, increase competitiveness, etc. The analysis of the existing bank loyalty programs made it possible to determine the main characteristics and formulate general requirements for them. It was found that the simplicity of the formulation of the basic concepts and the application algorithm makes such programs more efficient and effective. It was determined that the programs offered by the banks of Ukraine, despite their different names and conditions of use, are quite similar, which allows them to be grouped according to certain criteria. It has been established that loyalty programs associated with the use of bank payment cards are funded by the interchanging commission, the amount of which will decrease over the next years, which will lead to a change in the types and percentages of profitability for certain programs. Consequently, it is predicted that gradual changes will be introduced in the use of loyalty programs, in the form of selective client access to these programs, reduction of the duration of individual programs and the popularization of non-material programs.