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Marketing of banking services in case of OJSC "AK BARS" Bank

Author

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  • Korepanov, Valeriy

    (Almetyevsk State Institute of Municipal Services)

Abstract

The supreme goal of the bank is exceeding revenues (yield) over expenditures (expenses), i.e. achieving the greatest gains possible and highest profitability (e.g. rate of return on investment). At the same time, a set of effective tools should exist for assessing banking profitability (returns of the bank) and ways for its growth. Achieving this target under market economy conditions is possible only if providing consumers with services in demand. In this case, subordination to the common goal is assumed [in the framework of long-term development strategy] for two objectives of credit institutions, i.e. customer satisfaction and making a profit via excellent quality, in the delivery of banking services and non-bank financial operations. In the paper presented, contemporary state of service marketing of OJSC "Ak Bars" Bank is examined.

Suggested Citation

  • Korepanov, Valeriy, 2012. "Marketing of banking services in case of OJSC "AK BARS" Bank," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 1, March.
    • Handle: RePEc:mmb:journl:articl_v1_3_12
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    File URL: http://www.marketing-mba.ru/article/v1_12/Korepanov.pdf
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    Keywords

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    JEL classification:

    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • H81 - Public Economics - - Miscellaneous Issues - - - Governmental Loans; Loan Guarantees; Credits; Grants; Bailouts
    • E44 - Macroeconomics and Monetary Economics - - Money and Interest Rates - - - Financial Markets and the Macroeconomy

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