+7 925 966 4690, 9am6pm (GMT+3), Monday – Friday
ИД «Финансы и кредит»

JOURNALS

  

FOR AUTHORS

  

SUBSCRIBE

    
Finance and Credit
 

The effectiveness of banking services in the mortgage lending market

Vol. 24, Iss. 11, NOVEMBER 2018

PDF  Article PDF Version

Received: 9 August 2018

Received in revised form: 23 August 2018

Accepted: 6 September 2018

Available online: 29 November 2018

Subject Heading: Banking

JEL Classification: E43, G21, M31

Pages: 2599–2613

https://doi.org/10.24891/fc.24.11.2599

Usova N.V. Ural State University of Economics, Yekaterinburg, Russian Federation
nata-ekb-777@yandex.ru

ORCID id: not available

Loginov M.P. Ural State University of Economics, Yekaterinburg, Russian Federation
port-all@mail.ru

https://orcid.org/0000-0003-0831-3004

Strel'nikov E.V. Ural State University of Economics, Yekaterinburg, Russian Federation
strelnikoff76@mail.ru

ORCID id: not available

Subject This article discusses the expansion of the set of marketing tools used by commercial banks to attract and retain customers. In particular, the article considers such a tool as the World Wide Web space.
Objectives The article aims to develop certain recommendations to improve the economic efficiency of commercial banks in the mortgage market with the help of marketing tools.
Methods For the study, we used the methods of analysis, comparison, and systematization.
Results The article defines factors and marketing tools that allow the bank to succeed in mortgage lending. In addition, the article presents developed recommendations for increasing the demand for mortgage lending services.
Conclusions The article concludes that in order to operate both in the existing markets and enter new ones, banking institutions are not to improve the existing product line only, but also they are to offer new banking products taking into account their opportunities and competitive advantages, as well as market needs. To achieve this, banking organizations need to apply not just individual marketing tools, but also use the relation marketing, in general, which will retain the available customers, and also attract new ones for the long run.

Keywords: mortgage, marketing tools, bank credit

References:

  1. Golubkov E.P. [Modern trends in marketing development]. Marketing v Rossii i za rubezhom = Marketing in Russia and Abroad, 2000, no. 4, pp. 3–17. URL: Link (In Russ.)
  2. Loginov M.P. [On the issue of mortgage competitiveness improvement]. Bankovskoe delo, 2009, no. 6, pp. 63–67. (In Russ.)
  3. Loginov M.P., Tat'yannikov V.A. Teoriya i metodologiya ipotechnogo kreditovaniya [Mortgage theory and methodology]. Yekaterinburg, USUE Publ., 2005, 149 p.
  4. Zubchenko L.A. [New development of banking marketing]. Marketing v Rossii i za rubezhom = Marketing in Russia and Abroad, 2000, no. 1, pp. 7–11. URL: Link (In Russ.)
  5. Loginov M.P., Loginova O.N. [Improving the competitive advantages of banking services]. Voprosy upravleniya = Management Issues, 2012, no. 4, pp. 143–149. URL: Link (In Russ.)
  6. Usova N.V. Identification of Consumer Development Trends in a Major City: A Market-based Approach. R-Economy, 2017, vol. 3, iss. 1, pp. 50–58. URL: Link
  7. Korobov Yu.I. [Bank marketing]. Den'gi i kredit = Money and Credit, 1994, no. 9-10, pp. 16–23. (In Russ.)
  8. Markova V.D. Marketing uslug [Service marketing]. Moscow, Finansy i statistika Publ., 1996, 126 p.
  9. Loginov M.P. [A conoid approach to studying the systems]. Ekonomicheskii analiz: teoriya i praktika = Economic Analysis: Theory and Practice, 2011, vol. 10, iss. 14, pp. 40–44. URL: Link (In Russ.)
  10. Shchetinin Ya.V., Savinchenko V.E. [Habitation availability in Russia as the prime factor of mortgage demand]. Bankovskoe kreditovanie, 2006, no. 3, pp. 24–38. URL: Link (In Russ.)
  11. Tysyachnikova N.A., Yudenkov Yu.N. Strategicheskoe planirovanie v kommercheskikh bankakh: kontseptsiya, organizatsiya, metodologiya [Strategic planning in commercial banks: conception, organization, methodology]. Moscow, KnoRus Publ., 2013, 312 p.
  12. Strel'nikov E.V., Ogolikhina S.D. [Trends in the development of the Russian banking system at the present stage]. Aktual'nye problemy ekonomiki i upravleniya, 2017, no. 4, pp. 13–18. (In Russ.)
  13. Kuznetsova I.A. [Trends of development of Russian market banking services and products in modern conditions]. Mezhdunarodnyi zhurnal prikladnykh i fundamental'nykh issledovanii = International Journal of Applied and Fundamental Research, 2015, no. 6-2, pp. 306–308. URL: Link (In Russ.)
  14. Prokof'eva E.N., Enyutina M.A. [Issues on interrelation and interdependence of consumer credit market and national economy development trends]. Innovatsionnaya ekonomika: perspektivy razvitiya i sovershenstvovaniya, 2016, no. 6, pp. 145–150. URL: Link (In Russ.)

View all articles of issue

 

ISSN 2311-8709 (Online)
ISSN 2071-4688 (Print)

Journal current issue

Vol. 30, Iss. 3
March 2024

Archive