WAYS TO IMPROVE PRICE POLICY FOR CORPORATE CLIENTS OF A COMMERCIAL BANK

S.V. Gubarkov; A.G. Kim; A.S. Gubarkov

doi:10.17513/vaael.1775

WAYS TO IMPROVE PRICE POLICY FOR CORPORATE CLIENTS OF A COMMERCIAL BANK

Вестник Алтайской академии экономики и права ◽

10.17513/vaael.1775 ◽

2021 ◽

Vol 1 (№7 2021) ◽

pp. 17-23

Author(s):

S.V. Gubarkov ◽

A.G. Kim ◽

A.S. Gubarkov

Keyword(s):

Commercial Bank ◽

Price Policy ◽

Corporate Clients

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Analysis of lending to corporate clients in a commercial bank

10.18411/lj-10-2019-167 ◽

2019 ◽

Author(s):

A.I. Gazanova

Keyword(s):

Commercial Bank ◽

Corporate Clients

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Organizational and Managerial Aspects of Individualization of Services for Corporate Clients in the Client-Oriented Policy of a Commercial Bank

Известия Байкальского государственного университета ◽

10.17150/2500-2759.2018.28(4).674-681 ◽

2018 ◽

Vol 28 (4) ◽

pp. 674-681

Author(s):

Dmitry Shevchenko

Keyword(s):

Staff Development ◽

Customer Service ◽

Commercial Bank ◽

Management Tools ◽

Banking Services ◽

Organization And Management ◽

Banking Business ◽

Corporate Clients ◽

Selection Of

Under conditions, when there is very intense competition, individualization of services is the most reasonable way to implement the client-oriented approach in banking. The article emphasizes the following organization and management tools needed for the successful individualization of corporate customer service in a commercial bank: deep market segmentation along with a selection of key clients considering their actual and potential importance for the bank, the development of flexible banking packages for sub-segments as part of banking services, the adoption of the institution a personal client's manager, staff development at all levels of the bank organizational structure in pursuit of internal marketing. The systematic use of these tools will allow a commercial bank to build partnerships with corporate clients, to raise the level of customers' satisfaction and loyalty, to ensure sustainability of interaction with the key customers that determine the essential characteristics of the banking business in the long term.

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