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2012, № 13 (149)



Zverkova T.N. CUSTOMER ORIENTATION AS PREREQUISITE IMPROVEMENT RETAIL BANKINGInvestigated the lack of comprehensive theoretical developments on the issue klientoorientrovannosti in regional commercial banks. The necessity of the restructuring and transformation of the model of the banking business in the region. Directions of customer-centric strategies that may influence the formation of an environment with a high level of service in banking.Key words: regional banks, commercial banks, the customer, customer-centric approach, customer satisfaction, customer relationship management, strategy, segmentation, positioning, model.

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About this article

Author: Zverkova T.N.

Year: 2012


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