Kyrylenko S. Forming a Customer-Centric Banking Sales Model

Object: the process of banking services sales. Goal: to advance theoretical approaches to forming a customer-centric banking sales model in the conditions of technological shifts and to elaborate practical recommendations thereupon for its introduction into the practice of banking institutions in Ukraine. Methods: general scientific and specific: scientific generalization, comparison, deduction, induction, synthesis, logical method, scientific abstraction, monographic analysis, systems analysis, structural-functional approach, statistical analysis, survey, questionnaire, modeling, graphical interpretation, table interpretation. The results were obtained by means of improving the theory and practice of selling the banking services in terms of forming a customer-centric model of banking sales, which will enable banks to increase their customer base and develop sustainable competitive advantages. The novelty consists in advancing the theoretical approaches to forming a customer-centric model of banking services sales and elaborating practical recommendations with regard to its implementation into the practice of banking institutions in Ukraine. The results were implemented into the practice of AT Bank Sich, AT A-Bank, AT Raiffeisen Bank Aval, KUA PrAT KINTO, TOV Dobrobud, Ternopil Regional State Administration, Lviv Regional State Administration, Ternopil National Economic University. Field of use: activity of banking institutions.