TIJORAT BANKLARIDA MIJOZLАRNING SODIQLIK DASTURLARI АSOSIDА DEPOZITLАRNI OSHIRISH YOʼLLАRI
Ключевые слова:
tijorat banki, sodiqlik dasturi, depozit jalb qilish, CRM, mukofotli omonat (PLS), bank marketingi, mijoz sodiqligi, SWOT tahlil.Аннотация
Данное исследование было посвящено оценке влияния программ
лояльности на привлечение депозитных средств в коммерческих банках. В процессе
анализа были изучены теоретические и эмпирические источники, отражающие
воздействие программ лояльности на поведение клиентов, объем вкладов и
конкурентоспособность банков. Количественный подход позволил установить, что
использование CRM-систем, бонусных вкладов (PLS) и инструментов маркетинга
способствовало укреплению доверия клиентов и росту депозитной базы. С помощью
SWOT-анализа были выявлены сильные и слабые стороны программ лояльности,
институциональные возможности и потенциальные угрозы. Исследование доказало
стратегическую значимость программ лояльности в обеспечении устойчивости
ресурсной базы банков.
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