MONITORING OF DEMAND FOR BANKING SERVICES FOR AFFLUENT CLIENTS
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Author(s): | Fomicheva O. Y., Kalinina A. A., |
| Number of journal: | 4(37) | Date: | November 2016 |
| Annotation: | The article analyses the current liquidity of the Russian banking system, hypothesizes necessity of the private banking sector growth. The essence of monitoring of demand of the private banking services for affluent clients is examined starting from segmentation of affluent clients through calculation of profitability of every client. The authors analyze criteria of clients’ selection, determination of consumer’s perceptions and analysis of clients’ satisfaction. The article proposes the author’s scientifically justified model of monitoring of demand of affluent clients. |
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| Keywords: | monitoring of demand, banking services demand, private banking, private banking products, consumers market, analyses of demand, model of monitoring, banking services, quality of banking services, profitability of client, clients base segmentation, RFM-analyses, clients groups, VIP-clients. |
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| For citation: | Kalinina A. A., Fomicheva O. Ye. Monitoring of demand for banking services for affluent clients // Business. Education. Law. Bulletin of Volgograd Business Institute. 2016. No. 4 (37). P. 160–164. |
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