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The Approach To The Establishment Of Modern Criteria For Assessing The Client Orientation Of The Bank

Author

Listed:
  • Georgy M. Mishulin

    (Kuban state technological university)

  • Alexander V. Gubin

    (Kuban state technological university)

Abstract

The aim of the work is to establish modern criteria for assessing the client orientation of banks. In the process of disclosure of the concept of "customer focus" in its connection with key concepts in marketing, a systematic approach, methods of analysis and synthesis were applied. Modeling on the basis of the stated scientific ideas of the business process of providing services and integrated banking marketing allowed the authors to propose as modern criteria for assessing the customer orientation of the Bank the effectiveness of communication on a par with the degree of adaptability and permeability of the Bank to technical and technological innovations.

Suggested Citation

  • Georgy M. Mishulin & Alexander V. Gubin, 2019. "The Approach To The Establishment Of Modern Criteria For Assessing The Client Orientation Of The Bank," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 4, December.
    • Handle: RePEc:mmb:journl:articl_v4_17_19
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    File URL: http://www.marketing-mba.ru/article/v4_19/Mishulin.pdf
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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