Directions of Development of the Bank's Customer Base in Modern Conditions
Stability and effective functioning of banking institutions largely depend on the composition, structure of the bank's customer base, its quality characteristics. In modern conditions, when the competition in the financial services market is extremely high and when the "redistribution" of the customer base between banks and other financial intermediaries, between different groups of banks, between banks and financial companies is carried out, each commercial bank is faced with the issue of upgrading the process of working with the customer base in strategic and tactical aspects. The article examines the progressive tools of formation and management of the client base of banks in order to achieve competitive advantages. The purpose is to identify the directions of development of the bank's customer base in modern conditions on the way to improving its competitiveness. The objectives are to study the scientific basis for the formation and management of the bank's customer base, analytically identify possible directions of development of the bank's customer base in order to achieve a high level of competitiveness. The hypothesis of the study is that well-formulated directions of development of the bank's client base determine the success of the struggle for the client. The study used general and specific methods of scientific research, including analysis, observation, synthesis, generalization. A set of directions of development of the bank's customer base in modern conditions was formulated.