CONSTRUCTION OF BANKING MARKETING STRATEGY USING NEUROTECHNOLOGIES AND BEHAVIORAL PATTERNS
Banking marketing evolves from a phase of managing a set of marketing events to achieving its ultimate goal - customer loyalty. An in-depth approach to understanding banking marketing today requires not only a combination of traditional methods, but management of consumer anxiety, having or not a rational foundation. The development of behavioral economics makes it possible to bring mathematical models of rational consumption of banking services closer to economic realities, supplementing them with the subjective preferences of clients and systematic errors of thinking. This article discusses key indicators of the choice of a bank, such as inflation expectations, banking service priorities, attitude to banking marketing activities, as well as factors influencing them. The relevance of the article lies in the fact that many studies of behavioral aspects in the financial markets are not directly related to banks, and the analysis of bank marketing as a whole is descriptive. Meanwhile, bank deposit services, as the most affordable investment method available to customers with varying degrees of financial literacy, require separate consideration. Identifying the behavioral characteristics of the consumption of banking services sets the vector of banking marketing, taking into account the adaptation of modern approaches in the field of neurotechnology and neuromarketing. A field research was conducted. Practical testing of author's hypotheses was carried out based on a survey of 100 respondents. Data processing was implemented in the program IBM SPSS Statistics 21.