Importance In modern conditions, commercial banks expand the list of services to customers using various methods. One of the new, unoccupied segments of the banking market (such uncontested marketplaces are called blue oceans) is customer service based on gender differences. In this case, banks give priority to women, as they are considered to be more loyal in choosing banking products, make a considerable part of financial decisions, pay numerous bills, and manage family budgets. Objectives The purpose of the article is to characterize the areas of potential servicing the female customers, and to consider the Russian and world experience. Methods We used the methods of economic and statistical analysis to research the development trends in the bank servicing sector based on gender differences. Results The accumulated world experience in servicing the female customers implies creating specialized banks to ensure gender equality and to stimulate economic growth in developing countries; banks and dedicated units in Islamic and European Union countries; banks that only include 'female' products in their product line, but do not change their service standards. The prospective areas of this segment development include packaged products with low risk level and high diversification of investments conditioned by low tolerance of women to risk; sale of long-term products which do not involve moving funds from one portfolio to another; formation of high demand for products providing for regular payments; improving the personal manager mechanism, which guarantees better perception of information through personal communication. Conclusions and Relevance Specialized bank servicing to female customers aims at promoting considerable expansion of customer base and increasing the banking business profitability.
Keywords: bank servicing, gender differences, bank customers, blue oceans, banking products, services
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