Dabahian D. Models, methods and information technology of planning to increase the level of attractiveness of the bank from the point of view of customers

The dissertation solves the scientific and practical problem of planning to increase the level of attractiveness of a commercial bank from the point of view of customers through the distribution of domestic investment in the bank’s products and services. The introduction indicates the relevance of the topic of dissertation, formulates the purpose and objectives of the study, substantiates the scientific novelty and practical significance of the results, personal contribution of the applicant, testing the results and their coverage in publications. Information on the structure and scope of work is given. The first section reviews the state of problems of increasing the level of attractiveness of the bank at the moment, and reviews the work on the problem of evaluation of the bank by customers. The section solved two tasks: determining the main criteria for evaluating the bank by customers (what the client is guided by when choosing a bank), and consideration of the degree of research on improving the level of attractiveness of the bank. The main problems of existing approaches that have not yet been resolved and are relevant are highlighted. Taking into account the identified problems of existing approaches, the formulation of the research task and the purpose of the work are formulated. The second section is devoted to the verbal description and model of evaluating the level of attractiveness of the bank from the point of view of customers. Based on the criteria of bank evaluation by clients defined in the first section, a hierarchical system of bank evaluation criteria has been built. A global hierarchy of criteria has been formed, on the basis of which local hierarchies are built. These hierarchies are applicable to the evaluation of certain banks. Thus, a tool for evaluating a certain set of banks is obtained - that is, their ordering according to the degree of attractiveness. Analytic hierarchy process has been used as mathematical instrumentation. In order to reduce the degree of influence of the subjectivity of evaluations and the qualification of experts on the evaluation result, fuzzy logic has been introduced into the evaluation procedure. The third section is devoted to the development of a dynamic model of planning to increase the level of bank attractiveness. A variant of the method of sequential analysis of variants is considered and applied, namely the “Kyiv Broom” algorithm, for the elimination of unpromising variants of investment distribution. Thus, the result of research is a dynamic model of planning to increase the level of attractiveness of the bank which is based on possible applicable variants of investment allocations for each subperiod of the planning period. The fourth section provides information on information technology design. The main functional and non-functional requirements are determined. Based on the developed method and models, the information technology of the decision support system is implemented, for which the reference system architecture of the "client-server" type is selected, with a "thin" client and a dedicated application server. The efficiency of information technology was tested on the basis of test (prepared) data. The proposed information technology belongs to the class of decision support systems and is intended to provide recommendations on the distribution of the bank's internal investments. The dissertation solves the actual scientific and applied problem of planning to increase the level of attractiveness of a commercial bank from the point of view of customers due to the distribution of internal investments.