170-175
Customization of Banking Services
Authors: Elena V. Ganebnykh, Dmitry N. Panteleev, Alexander V. Dvoretsky
Number of views: 36
The active formation of banking ecosystems is changing their focal point. One of the negative “side effects” of this development is the fact that banks reduce efforts to improve core products, focusing on additional services. In the course of the study, authors analyzed proposals for deposit from three groups of banks, the classification of which was based on the breadth of audience coverage by the number of branches: large federal, medium federal and large regional. The obtained data were systematized using the Ranganathan method, as a result of which facets were formed. Facets represent individual conditions for deposits, as well as their transitive values. The survey revealed the respondents' discontent with the offers of banks. Despite the fact that the survey did not ensure the representativeness of the sample, however, it pointed out some reasons for dissatisfaction with the conditions for deposits. The combination of facet values helped to form a prototype of a customized bank deposit equalizer model, when the user (depositor) has the opportunity to create the most acceptable deposit conditions by adjusting its settings. To ensure the interests of the bank, the interdependencies of facets should be laid in the equalizer. If necessary, the bank can also add additional options-services to the model aimed at developing the entire ecosystem. The use of the developed model will help to remove negative feelings from the quality of banking services, and also to increase customer loyalty.