Оценка клиентской базы банка по нефинансовым показателям.
Abstract
В статье проанализированы основные качественные характеристики клиентской базы банка как актива. Раскрыта экономическая суть понятий «лояльность клиентов» и «продолжительность взаимоотношений с клиентами». Обоснована необходимость раскрытия информации о клиентской базе в дополнении к финансовой отчетности банка. Поданы предложения относительно формы отчета о клиентской базе банка. Ключевые слова: клиентская база, банк, лояльность клиентов, продолжительность взаимоотношений с клиентами. = The paper analyses the main qualitative characteristics of the customer base of a bank as an asset. The economic essence of the concepts of «loyalty» and «customer relationships lifetime» are revealed The necessity of disclosure of information about customer base in addition to the bank's financial statements is grounded. The proposals for the report form about the customer base of the bank are submitted. Key words: customer base, bank, customer loyalty, the customer relationships lifetime.References
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