Ганиева У. Развитие маркетинга банковских услуг // Экономика и бизнес: теория и практика – 2017. – №5. – С. 58-60



U. Ganiyeva, lecturer

Tashkent financial institute

(Uzbekistan, Tashkent)


Abstract. Marketing of banking services is the activity of presenting, advertising and selling banking products in the best way to meet the needs of consumers. Marketing of banking services is one of the services of the financial industry (bank).

Keywords: bank, bank services, marketing, consumers, financial services.



Banking is a personalized service oriented industry and hence should provide services which satisfy the customer’s needs. To meet these needs, bankers are expected to provide satisfactory benefits through provision of form, place, time, and ownership utilities.

The marketing approach involves anticipating, identifying, reciprocating (through designing and delivering customer-oriented service), and satisfying the customer’s needs and wants effectively, efficiently, and profitably [1].

In order to make the bank’s marketing effort more meaningful and more successful more emphasis should be placed on the development of new products, further industry representation. There should be an intensify programmes of market segmentation and strategic distribution of units and lending teams in response to the changing needs of the markets as this can provide a mutt tier coverage of major companies and selected market segments of the national market which is the key to growth in the local banking market.

This situation calls for a prudent, strategic positioning and quality control of the banks loans and financial services portfolio which includes foremost corporate name as well as the formulation and implementation of a credit policy.

Another important purpose is the need to take stock of performance and compare it with existing and prospective competitors. The comparison should include overall market share, and geographical territory. Other variables such as major customers or client base, quality speed and presentation of product of services, pricing, marketing, sales, and promotion activities financial results achieve and so on.

Banks render a wide variety of services, which help to keep the economy of a nation moving. These services vary according to the type of bank, and the type of customer in question. All the same, the service rendered by the various type of banks are closely related. However, each type of banks specializes in providing particular type of services. For example, merchant banks and some of the development banks provide more of whole and corporate banking services while commercial banks, people’s banks and community banks concentrate on retail banking services.

Wholesale banking services refer to those services that banks render to other financial institutions and conglomerates on a large-scale basis. Retail banking services include those customers directly, especially their personal customers, on small-scale basis, A times, services provided by different types of banks differ.

For example, both commercial and merchant banks accept deposit and give loans; but merchant banks accept large deposits and give huge amount of loans, while commercial banks accept small amount of loans to their customers individuals and small firms.

There are also some banking services that are not common to all banks. They are usually the exclusive right of certain particular type of banks. Example community banks in Nigeria are prohibited from engaging in sophisticated banking services, while most development banks do not accept deposits at all.[2]

Overall, the top three priorities mentioned were improving the digital experience (mentioned by 71% of the respondents), enhancing data analytic capabilities (50%), and finding ways to reduce costs (41%). The rest of the priorities mentioned were at least 15% less likely to be mentioned. Interestingly, despite a great deal of coverage in industry publications, the desire to partner or invest in fintech relationships is a low priority for all but the largest organizations.



Figure 1. Strategic priorities for financial institutions in 2017 [3]



There are some lay down principles or measures to be taking in order to improve marketing of bank services. These measures include the following:

Customer Orientation: The banks should focus on their customers while designing their marketing strategies customers needs change and a banks ability to meet those needs must change.

Long Term Profitability: Without customers, bank would have no revenue. Marketing is directed at protecting and expanding the stream of revenue. It does so by keeping existing customers, broadening their banking relationships by cross-selling services and attracting new customers.

Organizational Commitment: Marketing is the responsibility of every bank employee. Whether at work or in their leisure time, every employee who comes into contact with potential or existing customers is marketing the bank. Good training for all bank employees on how to interact with the public is the responsibility of a bank that wants to survive the competition in the financial sector.

Branch Network: Extensive branch network of banks constitutes an effective retail outlet for their services. The branches should be adequately distributed to serve the populace for whom they are meant.

Effective Advertisements: An effective advertisement should serve as a supporting instrument to the branch banking in achieving effective marketing of financial services. Outright advertisements in professional journals, magazines, radios, television jingles, coupon adverts and other are recommended.

Automation: The operators of these financial institutions should be automated. Payment system, fund transfer system, documentation services and so on, should be handled with the use of computers.

Correspondent Banking: In situations where it is not possible to establish branches, correspondent banking relationship should be used by banks to boost effective and speedy services for their customers.

Time Stipulation: Time required for the delivery of each service should be specified and defined to avoid spending too much time on one particular job. The time required for each service should be ensured so as to effect implementation.

Promotional Activities: These are those activities or steps taken by financial institutions to boost awareness and sales of their various services. These activities include: special offers to customers and distributors, conferences, exhibitions, educational courses and seminars should be included in the marketing communication efforts.

Sales Agents and Representative: Agent and representatives should be used to reach those in the remote parts of the country.

Increased Social Responsibilities: The banks social responsibilities to the citizens or public should be increased so as to create more awareness.

Sales Bonanza: As is practiced in some other industries, and of the year and special bonanza is recommended so as to encourage existing customers, attract more customers and create more awareness.

Matching Concept: High bank charges and commissions should be matched with high interest rates. Increase in bank charges and commissions should be compensated with a proportionate increase in interest rates and improved quality of bank services.



1. Marketing approach to promoting banking services. http://www.vikalpa.com

2. Liquidity management practice at first bank of Nigeria. http://articlesng.com

3. Digital Banking report. December 2016. The Financial Brand. https://thefinancialbrand.com/





У. Ганиева, преподаватель

Ташкентский финансовый институт

(Узбекистан, г. Ташкент)


Аннотация. Маркетинг банковских услуг – это деятельность по представлению, рекламе и продаже банковских продуктов наилучшим образом, чтобы удовлетворить потребности потребителей. Маркетинг банковских услуг – одна из услуг финансовой индустрии (банка).

Ключевые слова: банк, банковские услуги, маркетинг, потребители, финансовые услуги.