Research and adaptation of retail banking services in Russia
Alekseeva, Alina (2017)
Alekseeva, Alina
Saimaan ammattikorkeakoulu
2017
Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017101916173
https://urn.fi/URN:NBN:fi:amk-2017101916173
Tiivistelmä
The purpose of this research was to define the level of trust of Sberbank’s customers and find out possible ways to increase the level of trust in the bank and develop existing products of Sberbank. Firstly, the phenomenon of retail banking industry’s organization is explained with fundamental retail banking theories and statistics from Russian official sources of information. Secondly, the customer relationship marketing and trust in financial organizations are explained with marketing theories. Afterwards, the analysis of the customer survey is explained, including SWOT analysis of Sberbank, program for developing the bank’s products and increase the level of customers’ trust.
The information was gathered from articles, scientific magazines, online blogs, reports and books. The empirical research included an online self-administrated questionnaire for Sberbank’s customers of the North-West region. 57 respondents participated in the survey.
The author identified some of the most significant promotional tools and provided practical advices. As a result, proposals for inventing and promoting banking products and services were suggested. This thesis can be used by any Russian bank as a pattern for formulating an own promotion plan for increasing the level of trust in the bank.
The information was gathered from articles, scientific magazines, online blogs, reports and books. The empirical research included an online self-administrated questionnaire for Sberbank’s customers of the North-West region. 57 respondents participated in the survey.
The author identified some of the most significant promotional tools and provided practical advices. As a result, proposals for inventing and promoting banking products and services were suggested. This thesis can be used by any Russian bank as a pattern for formulating an own promotion plan for increasing the level of trust in the bank.