MARKETING INNOVATIONS AS A MEANS OF IMPROVING BANKING SERVICES IN UKRAINE

Abstract

Highly politicized economy of Ukraine has aggravated the problems in the banking sector which is currently not operating as a lending agent. In order to provide effective operation of the banking system in terms of increasing competition and commercialization of banking activities, its management presupposes the following: objective determination of the current and desired state, coordinated management of financial resources, development of flexible strategies, selection of innovative management solutions, development of new segments, banking services and service methods.

The purpose of the article is to study the impact of marketing innovations on the stabilization and development of the Ukrainian banking system in terms of political, economic and social crisis.

The article considers peculiarities of banking services in terms of marketing, the process of creating a banking product and the factors influencing it. A current state, the structure and dynamics of the main indicators of the development of the banking system of Ukraine have been studied. Its causes and problems have been determined.  On the basis of the examined business reputation model, elements of reputational capital and the process of formation “synthetic approach” to customer were proposed as well as the ways to improve the banking system of Ukraine.

The elements of bank marketing have been examined: the level of interest rates, the effect of various ratings and the dynamics of the competitive position of “Accent-Bank” JSC.  By using the method of multichannel autoregression there have been developed forecast models of its particular financial indicators.

Conclusions. The following can be suggested to improve bank marketing: maintaining an efficient communications system and innovative activities for attracting customers, developing real incentives for the growth of national savings and investment in the economy.