FACTORS BUILDING CUSTOMERS LOYALTY TO RUSSIAN COMMERCIAL BANKS
https://doi.org/10.38050/01300105201857
Abstract
The article considers factors of customer loyalty to Russian commercial banks. The research conducted by the author shows that interest rates on deposits, bank reliability and orientation towards raising funds from individuals are the main factors determining the choice of a bank. The article presents a comparative analysis of the significance of these factors for March 2012 and September 2017. In March 2012, an increase in deposits rates had a positive influence on a bank market share; in September 2017, the influence was negative. Trend reversal is due to the Bank of Russia policy of banking sector cleaning that started in 2013 and implied revocation of bank licenses, bank sanitations, and control over interest rates on deposits set by banks. The higher level of bank reliability and client orientation have a positive effect on the bank’s share in both periods.
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Review
For citations:
Vasilyeva S.V. FACTORS BUILDING CUSTOMERS LOYALTY TO RUSSIAN COMMERCIAL BANKS. Moscow University Economics Bulletin. 2018;(5):134-148. (In Russ.) https://doi.org/10.38050/01300105201857
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