Assessment of quality of bank services as a tool for increasing efficiency of bank activities

The article considers an example of adaptation of the classical approach to the formation of commodity policy to the banking sector. The authors presented their own interpretation of the characteristics of banking services, with the aim of developing technology for their assessment. Attention is focused on two components of services, namely the «core» of the service and its stylistic presentation. The conditional division of individuals as bank customers into three consumer groups made it possible to determine the advantages and disadvantages of banking services that have a significant impact on the choice of a banking institution. The proposed approach will allow banks to increase the effectiveness of decision-making on adapting their own product policies in a changing environment.