Approaches to geomarketing via office locations serving individuals and legal entities of a commercial bank

Abstract

АbstractIn this article we examine the possibility of using geomarketing as a tool for modeling the spatial location of a bank's offi ces serving individuals and legal entities. Geomarketing is a marketing concept of modern production management based on geo-information technologies which involves the use of spatially localized information to support decision-making. This concept is particularly timely for commercial banks which present their services to customers in an extensive network of service offi ces, because for the majority of banking services the determining factor in the consumer's choice of bank for a given service will be the convenience of the location of its offi ce.The article describes a sequence of typical steps in geomarketing simulations and makes recommendations for the implementation of each selected stage. Methodical approaches to the implementation of geomarketing modeling for an optimal network of the bank's service offi ces are highlighted. Problems in the organization of the network of service offi ces of the bank which can be solved with the help of geomarketing design are studied. Recommendations are presented for evaluating the capacity of a commercial bank's offi ce service network depending on their specialization in serving individuals or legal entities. An algorithm is presented for calculating the service offi ce network capacity for individuals together with respective formulas. An approach to evaluating the capacity of the offi ce network servicing legal entities is described. Recommendations are off ered for implementing the evaluation of planned location of offi ces servicing the bank's clients, as well as for determining the habitats of their preferred location to facilitate the most eff ective coverage of the local market while taking into account the return on investment in offi ces.

Assessing the efficiency of bank sales office

“…Нами сформирован инструмент, который может быть использован в любой финансовой организации (при условии адаптации некоторых моментов методики, связанных со спецификой продуктовой линейки банка) для оценки эффективности вновь открываемого или уже действующего офиса. Можно утверждать, что использование данной методики вместе с предлагаемыми подходами к геомаркетинговому моделированию сети офисов банка [9,10] позволит руководству финансовой организации добиться значительного прироста эффективности своей филиальной сети.…”