METHODS OF ASSESSING CUSTOMER LOYALTY IN THE RETAIL SEGMENT OF THE COMMERCIAL BANK

Abstract

The article presents methods for determining customer loyalty of a commercial bank, including the customer satisfaction index, net promoter score, SERVQUAL model, method of “Secret buyer”, the calculation of the indicator of the effectiveness of cross-selling. For each method, the features of its application in the banking sector are presented, the procedure for calculating the final coefficient is proposed. Depending on the combination of indicators characterizing the degree of satisfaction with the quality of service and product load four types of client groups were identified to develop a strategy for further work with each of them.