Details

The aim of the study is to research and improve banking customer stratification and long-tail customer relationship management and evaluation methods. The study was carried out on the basis of customer relationship management theory, customer stratification theory, long tail theory. Research subject: Industrial and Commercial Bank of China (ICBC). Research methods: SWOT, PESTEL literature research, qualitative analysis, descriptive analysis, case study, quantitative analysis. The main results of the study: - Analyze and summarize the practice of commercial banks in customer relationship management; - Study how to identify development and maintain long-tail customers; - Analyze the current customer stratification methods of Russian banks; - Evaluate ICBCs existing long-tail customer maintenance methods and make recommendations for ICBC to strengthen long-tail customer maintenance; - propose a model how to evaluate the long-tail customer maintenance level of the global banking industry. Application field: banking. The scientific novelty of the study is analyze the importance of building a systematic customer stratification system and the long-tail customer development strategy model; based on the research on ICBCs long-tail customer maintenance, propose a model for evaluating the level of long-tail customer management in the banking industry. Information technologies CRM, CLV were used while working on the graduate qualification work. Conclusions. The tasks of the thesis are solved, the goal is achieved, and the scope of application of the results is determined. The results obtained show signs of scientific novelty. The directions of further research are defined.