The choice of bank marketing strategy according to the results of questionnaires of customers

Abstract

The article studies the marketing strategy of the bank in terms of bank customers. Some aspects of the functioning of banking marketing system in  Ukrainian and foreign banks on the example PJSC CB "PrivatBank" are analyzed. The basic directions of improving of the marketing working of bank with customers, namely the introduction of new bank products, new services and new technologies for banking operations are studied. However, bank services as the bank itself cannot function independently. These elements depend on many factors. One of the keys is a customer. In the study it has been conducted a questionnaire, which has been tested at the PJSC CB "PrivatBank". In the application form we used the issues that make it possible not only to assess the work of the bank as a whole, but also some of its divisions, branches and units have been provided. This profile makes it possible to analyze and draw ratings for different periods of time and identify features in bank service for customers and services. In addition, the application can be modified both in structural and content forms. The proposed form can be placed on the bank website or by privat24.ua. The results of the questionnaire are processed by means of one of the Microsoft Office programs Office spreadsheet Excel. The analysis of these questionnaires is completed using a spreadsheet automatic data processing library using built-in functions and graphics capabilities spreadsheet editor. As a result, it is confirmed that the conduct of the survey is very useful in dealing with the impact of both external and internal factors of the marketing strategy of the bank.