BUSINESS REPUTATION OF COMMERCIAL BANK: RUSSIAN AND FOREIGN PRACTICE
Subject / topic Business reputation of a commercial Bank its essence and methods of evaluation. Goals / objectives Nowadays it is not surprising that business reputation (good name) has a huge impact on business. Speaking of commercial banks, it is impossible not to consider the business reputation. With the development of the market economy and post-industrial society, the number of banking services is increasing from year to year. Banks are paying more and more attention to the trends in the digital economy, trying to make customer service as comfortable as possible. We create universal products that can satisfy the most demanding user. This diversity makes competition in the financial market quite tough. As a result, banks with the highest reliability and high level of business reputation win the fight for raising capital. The purpose of the work is to reveal the nature of business reputation. The priority tasks are the consideration of the concept of goodwill, as well as the analysis of methods for assessing business reputation. Methodology Methods of analysis and synthesis, induction and deduction, comparison method, system analysis, statistical data were used. Conclusions it is concluded that the key role of business reputation in the formation of the banking business, as well as the impact of reputation on the competitiveness and high financial performance of the Bank, by attracting new customers, investors, and maintaining existing ones.