Marketing of impressions as the tool of bank client loyalty increase

Abstract

© 2019, Research Trend. All rights reserved. Marketing of impressions is one of the revolutionary instruments of banking marketing. It allows to create emotional connection and to increase loyalty of client to the product, service or organization. Credit organizations are not an exception. Competition in the banking service market becomes more serious from year to year especially in difficult economic conditions. The goal of the study is demonstrating a marketing of impressions applying for increasing of competitive ability of commercial banks. The subject of the study is an index of client satisfaction allowing assess a quality of banking work on the stage of service offer. The results of the work can be important for the increasing of competitive ability of commercial banks and their partnership with small and medium-sized business, for the improvement of quality of client service and for the banking activities. Besides, the effective implementation of the study results can stimulate the improving of the client loyalty in any organization offering goods and services.