This article examines the economic essence of a customer-oriented approach in bank marketing and its role in enhancing the competitiveness of banks. Under the conditions of the modern financial market, the intensification of competitive factors in banking activities, changes in customers’ financial behavior, and the increasing demand for service quality necessitate the implementation of new marketing management approaches. The study analyzes the impact of customer-centric marketing on the banking services market, the mechanisms of customer value creation, and the achievement of competitive advantage through strengthening customer loyalty. Based on the research findings, scientific and practical conclusions are developed aimed at elevating bank marketing to the level of strategic management.

Bank marketing, customer-oriented approach, competitiveness

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