PRICE AND NON-PRICE DETERMINANTS OF SALES MANAGEMENT FOR BANKING SERVICES IN THE REGIONAL MARKET
DOI:
https://doi.org/10.32782/2413-9971/2026-62-18Keywords:
banking services, sales management, price incentives, non-price determinants, regional market, marketing potentialAbstract
The article examines price and non-price determinants of banking service sales management in a regional market under the expansion of digital customer interaction and transformation of financial behaviour. The purpose of the study is to substantiate a methodological approach to banking service sales management that integrates price incentives, non-price factors, and regional characteristics of customer demand. The methodological framework combines comparative and structural analysis, dynamic assessment, economic interpretation, and analytical generalization of banking market indicators. The study identifies changes in the banking sales environment associated with the development of digital contact channels, payment infrastructure, and household financial behaviour. It is established that expanding digital interaction broadens opportunities for customer engagement but does not independently ensure proportional growth in banking service sales. Customer response to price incentives depends substantially on service accessibility, personalization, convenience, security, digital functionality, and quality of customer support. The analysis of mortgage lending reveals a divergence between the recovery of regional sales volumes and the restoration of the region's competitive market position. A methodological approach to assessing regional marketing potential is developed by integrating actual sales performance, regional market presence, and relative demand dynamics. The proposed approach makes it possible to distinguish nominal sales recovery from effective realization of regional market opportunities. The scientific novelty consists in combining absolute, competitive, and dynamic characteristics of customer demand within an integrated assessment of regional banking sales performance. The practical significance of the results lies in supporting differentiated sales decisions that combine price incentives with personalized offers, digital customer support, reduced customer effort, and adaptation of distribution channels to regional demand characteristics and competitive conditions.
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