DEVELOPMENT AND IMPLEMENTATION OF STRATEGIES FOR ATTRACTING CORPORATE CLIENTS IN A COMPETITIVE BANKING MARKET

In the context of increasing competition in the banking market, the development and implementation of effective strategies for attracting corporate clients are becoming increasingly important. This study examines modern approaches used by banks to create competitive advantages, improve customer policies, and expand the range of banking services for the corporate sector. The main factors influencing corporate clients’ choice of a bank, as well as methods for increasing their loyalty, are analyzed. As a result of the research, recommendations are proposed for improving strategies for attracting corporate clients and enhancing the competitiveness of banking institutions.