THE LOYALTY OF BANKING SERVICES CONSUMERS FORMATION

Abstract

Summary. The purpose of the article is to investigate the problems of forming the loyalty of banking services consumers. In the article it is proved that the key element of the essence of the categories "banking service", "banking transaction" and "banking product" is the interaction with customers. Approaches to determination of loyalty are con-sidered, the importance of ensuring the loyalty of consumers of banking services is substantiated. After all, forming customer loyalty is one of the most important aspects of the concept of relationship marketing. In relationship market-ing, the customer is seen as an individual who has the same personality and rights as the service provider. Forming honest, trusting, long-term and mutually beneficial relationships between two equal persons is the essence of relation-ship marketing.
The system of attracting clients to service to the bank and their further retention on the basis of loyalty is offered. To this end, the characteristics of a loyal customer are identified. The characteristics of the commercial bank's client are defined.
The primary criteria on which people make decisions about contacting a bank institution are identified: technologi-cal base, product line, some work of service managers and customer involvement. Attention to the need for digital bank-ing has been emphasized. The features of product lines for a particular customer (individual, small and medium busi-ness client or large corporate client) are considered.
The importance of the activity of the bank's employees in introducing changes at all levels of the banking structure is emphasized. The primary importance of improving customer service has been proven.