Bank Customer Profitability Management

摘要

The goal of the present article is to investigate and assess the directions of customer profitability management of the Latvian commentarial banks, which are aimed at promoting bank customer centricity. To achieve the goal, the authors initially conducted content analysis of scientific literature on customer centricity. Based on the results of the content analysis, the following tasks were completed: 1) a survey questionnaire was developed, which was used in polling the customers of Latvian commercial banks with regard to bank customer centricity; 2) a model refocusing product-centric customer segmentation to customer-centric segmentation was elaborated; 3) customer bank account statements were analyzed; 4) customer ecomap was developed. As a result of the survey conducted, it was concluded that customer centricity of the Latvian commercial banks is at the average level. In turn, the analysis of customer bank account statements, which was focused on customer centricity, demonstrated that bank customers can be classified according to these principles. As a result, three customer segment groups were identified. In the conclusion, the authors suggest elaborating ecomaps for the profitable customer segment group.