The Impact of Marketing Communications on the CSI Metrics in the Banking Sector

The practical significance of the CSI (Customer Satisfaction Index) study in the context of banking organizations is a key element of strategic management of customer experience and competitiveness in the financial services market. In today's dynamic economic environment, banks are facing increasing competitive pressures, rapid technological changes and increased customer expectations. In this context, identifying, measuring and managing customer satisfaction becomes a critical task for banking institutions. In addition, against the background of the growing influence of digital technologies on the banking sector and the growing number of communication channels, the study of CSI becomes necessary for the successful implementation of a multi-channel customer interaction strategy. Understanding the preferences and needs of customers in various communication channels allows banks to create a unified, consistent and satisfactory interaction with customers, which is an important factor in modern banking practice. The work includes introductions, three chapters, a conclusion and a bibliographic list. The introduction reflects the relevance of the research, goals and objectives, subject and object of research, describes the research methods used, reflects the degree of scientific study and practical significance. The first chapter provides a theoretical overview of the key aspects of the study - the phenomenon of customer satisfaction is studied on the basis of previous scientific papers. The chapter also provides an overview of the theory of marketing communications with the classification carried out. A contextual perspective is also formulated, which reveals the current uncertainty and confirms the need to study the subject. The second chapter examines the Russian market of banking organizations, classifies banks, identifies and analyzes the segment of large private banks. The CSI (Customer Satisfaction Index) indicator is also considered, the methods of its measurement and application in the context of the banking sector are described. The third chapter contains an analysis consisting of qualitative and quantitative studies. The qualitative research was based on conducting in-depth unstructured interviews with industry experts to identify insights regarding customer satisfaction in the banking sector and the factors influencing it. The quantitative study is based on the results of a questionnaire, the questions for which were developed on the basis of a qualitative survey. The survey was carried out on a sample of 200 people from 18 to 50 years old, who are clients of large Russian banks. Based on the respondents' responses, a factor analysis was carried out and a regression model was built that examines the dependence of customer preference factors. As a result of the analysis, recommendations were formulated for the segment of large private banks to improve customer satisfaction. In conclusion, the results of the study are summarized and conclusions are formulated.