SEGMENTATION OF CLIENTS IN THE FIELD OF BANKING SERVICES

Vasilyev Igor Ivanovich

The relevance of this study is associated with the active development of the banking sector and the digitalization of the entire economy in recent years. At the same time, the banking sector is characterized by some features that need to be paid attention to when working and building strategies. For example, the high level of competition and the presence of several major strong players in the market leads to barriers to entry in the banking services market and a constant reduction in the total number of banks due to the closure of banks with less capital. In order to lead in the race of constant competition, banks need to understand their customers, whose number is constantly increasing. And the victory will be for those who will know and understand their consumer.

Keywords:segmentation, banking product, banking service, targeting, method of customer segmentation