Publisher's Synopsis
The importance of development of the retail services segment for the banking system and the state as a whole lies in the fact that under any economic conditions, operations with physical persons provide a stable and sufficiently high level of income for banks. In the conditions of economic instability there is an urgent need to improve the existing practice of banking services for citizens and modification of retail services. This will allow to satisfy the demand for banking services of the most part of the population and will contribute to the growth of banks' activity in the retail market and will lead to the reduction of risks. The importance of solving the problems faced by the banking system in the development of retail business, expanding the range of banking services for the population, the introduction of modern strategies for their sales, predetermines the relevance of the topic of the research. It seems necessary to improve bank management, to actively carry out marketing researches of the market of retail bank services, to pay proper attention to implementation of modern strategies of sales, new bank technologies, products and services.
