Acta Univ. Agric. Silvic. Mendelianae Brun. 2020, 68(1), 229-242 | DOI: 10.11118/actaun202068010229

Estimation of the Marketing Activity of Banking Structures

Nestor Shpak¹, Ihor Kulyniak², Maryana Gvozd², Yuliya Malynovska³, Włodzimierz Sroka^4,5

¹ Department of Management and International Business, Faculty of Economics and Management, Lviv Polytechnic National University, Stepana Bandery St. 12, 79000 Lviv, Ukraine

² Department of Management of Organizations, Faculty of Economics and Management, Lviv Polytechnic National University, Stepana Bandery St., 12, 79000 Lviv, Ukraine

³ Department of Foreign Trade and Customs, Faculty of Economics and Management, Lviv Polytechnic National University, Stepana Bandery St., 12, 79000 Lviv, Ukraine

⁴ Department of Management, Faculty of Applied Sciences, WSB University, Cieplaka 1c, 41-300 Dąbrowa Górnicza, Poland

⁵ North-West University, Private Bag X1290, Potchefstroom 2520, South Africa

Well-designed marketing activities and the use of modern marketing tools can increase the competitiveness of banks on the market. Given this fact, the main purpose of the study is to develop theoretical and practical provisions for estimating the level of marketing activity of banking structures. This is based on the definition of the integral index and takes into account all the elements of the marketing-mix and their partial indicators. The urgency of solving this problem comes from the fact that it is precisely the estimation of the level of marketing activity of the banking structures that directs managers to make the appropriate adjustment of marketing activities and make use of modern marketing instruments that will increase the competitiveness of banks on the market (e.g. increase market share and expand the boundaries of the target segments, help to create a positive image of the bank and maintain its business reputation).
The article proposes a calculation methodology for bank marketing activity, which has been tested through the definition of the level of marketing activity of the leading Ukrainian banks. The computation of the level of bank's marketing activity is based on the calculation of the integral indicator by summarization the input statistics, that characterize the bank's marketing activity, with help of two methods: the standardization method and the hierarchy analysis method (Saaty method). The results of the expert survey were used for determining the weight of partial indicators within the hierarchy analysis method. Based on the results, the analyzed banks are ranked according to the level of their marketing activity in the investigated period, and a system of particular measures for raising the level of their marketing activity has been established.

Keywords: bank marketing activity, integral index, rating of the indicators, banking system, elements of the marketing-mix

Received: October 26, 2019; Accepted: December 4, 2019; Published: February 27, 2020  Show citation