TIJORAT BANKLARIDA INNOVATSION MARKETING STRATEGIYALARIDAN FOYDALANISH MEXANIZMLARI
Keywords:
innovatsion marketing, tijorat banklari, dinamik qobiliyatlar, S-D logic, CLV, CAC, omnichannel, Next-Best-Action, A/B test, embedded finance.Abstract
The article analyzes the mechanisms for implementing and managing innovative
marketing strategies (IMS) in commercial banks from a theoretical and practical perspective. The
theoretical foundation is a synthesis of the resource-based view (RBV), dynamic capabilities
(sensing–seizing–reconfiguring) and service-dominant logic (S-D logic) approaches. The
practical mechanism is built on the triad of “information–ecosystem–experiment”: customer 360°
profile and Next-Best-Action (NBA), omnichannel orchestration, API/embedded partnerships, A/B
and quasi-experiments. The analytical results obtained based on the proposed methodology show
that IMS packages increase CLV by 10–12%, reduce churn by 2–4 p.p. and shorten the payback
period. Practical recommendations for banking management, limitations and future research
directions are discussed.
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