Analysis of the Client's Preferences on Choosing a Bank Based on a Comparison Between the Largest State - Owned Bank (Sberbank) and One of the Leading Commercial Banks (Alfa-Bank)

The necessity of the theme of the final qualifying work is that the preferences of customers at the choice of the bank is one of the main factors determining its success in the long term in the current conditions of global competition and the rapid emergence of new technologies. The goal of the final qualifying work is to study the client's preferences on choosing a bank based on a comparison between the largest state bank (Sberbank) and one of the leading commercial banks (Alfa-Bank). The structure of the final qualification work, conditioned by the goals and objectives of the study, consists of an introduction, three sections, conclusion, list of literature. The work is located on 63 pages, contains 7 figures, 11 tables, 19 titles in the list of literature. The author pointed out that the specifics of the organization of work with the clientele of the bank in each case depends primarily on the client category. The most important is the division into old and new customers for the bank. Features of economic activity of old customers are well known. However, the number of new customers of the bank is constantly growing. One of the most important problems in the management of customer loyalty of the bank is the need to optimize the relationships with customers, the rational construction of a loyalty system and active integrated services. Based on the results of the study, the author developed and proposed his own algorithm for increasing the loyalty of bank customers. The author selected special tools for its implementation. Each recommendation of the author is justified. In general, the developed activities will increase the clientele of banking organizations.