Новые технологии формирования и оценки отношений с клиентами
The article is concerned with the discussion on creating clients trust in ordinary savings operations with Russian banks. The structure of trust supposed by P. Sztompka is considered within the frames of Russian financial system, its history and specific character. Major attention is paid to the analysis of banks trustworthiness assessed by clients on the basis of their experience and calculations as well as to the role that secondary objects of trust play in the creation of trust expectations towards the financial institution. The necessity of distinguishing between trust expectations and trusting behavior (i.e. depositing) is underlined as it is supposed that real trust towards banks appears only when clients implement their expectations in practice.
"Buzz marketing" can be considered as an alternative strategy, aimed the creation of preferences among potential clients and generates demand. Therefore, this progressive marketing tool offers significant opportunities for the company. The growth in popularity of social media among online consumers gave a possibility to define marketing as a massive exchange of information among the users by means of social networking. Companies intending to use the social networks as a basis for the promotion of goods or services, will inevitably face the problem of getting a positive response from the universal and almost uncontrollable mass of users. Segmenting users of the social network we must take into account the appropriate values for each segment. Consequently, it is necessary to determinate the peculiarities buzz marketing and clearly understand it’s role on the way of being included into the classical marketing promotion strategy.