STRATEGIES FOR ATTRACTING BANK DEPOSITS: AN ANALYSIS OF TRUST AND MARKETING

Authors

  • Uraimova Gulziraxon Master’s student of the MM3-Iq 25 group, Asia International University

DOI:

https://doi.org/10.55640/

Keywords:

bank deposits, customer trust, banking marketing, relationship marketing, digital marketing, customer segmentation.

Abstract

 Attracting bank deposits is a core function of financial institutions and a key determinant of their stability, liquidity, and long-term profitability. In an increasingly competitive and digitalized financial environment, deposit growth is strongly influenced by two interrelated factors: customer trust and effective marketing strategies. This article provides a scientific analysis of the role of trust in deposit mobilization and examines modern marketing approaches used by banks to attract and retain depositors. Particular attention is paid to relationship marketing, digital and data-driven marketing, customer segmentation, and crisis communication strategies. The study demonstrates that sustainable deposit attraction requires the integration of trust-building mechanisms with innovative, customer-oriented marketing practices.

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References

1.Diaz Aditya, E. R., & Yudha Satria, D. K. (2023). Optimizing Bank Marketing Strategies Through Analysis Using Lightgbm. CoreID Journal, 1(2), 58–65. https://doi.org/10.60005/coreid.v1i2.11

2.Kauffman, C. L., & Yucelt, U. (1989). Marketing Bank Services: An Analytical Model for a Trust Referral Programme. International Journal of Bank Marketing, 7(2), 28–31. https://doi.org/10.1108/eum0000000001456

3.Limodio, N., & Strobbe, F. (2022). Liquidity Requirements, Bank Deposits and Financial Development. Economica, 90(357), 240–270. https://doi.org/10.1111/ecca.12453

4.Buddiga, S. K. P. (2022). Improving Targeted Client Acquisition: Predictive Analysis of Retail Bank Direct Marketing Campaigns. In Journal of Technological Innovations 3 (2), 2022.

5.Faliuta, A., & Pas, Y. (2021). MARKETING MANAGEMENT OF BANKING BUSINESS DEVELOPMENT. Market Infrastructure, 56. https://doi.org/10.32843/infrastruct56-23

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Published

2025-12-18

Issue

Vol. 4 No. 11 (2025): Journal of Multidisciplinary Sciences and Innovations

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors retain the copyright of their manuscripts, and all Open Access articles are disseminated under the terms of the Creative Commons Attribution License 4.0 (CC-BY), which licenses unrestricted use, distribution, and reproduction in any medium, provided that the original work is appropriately cited. The use of general descriptive names, trade names, trademarks, and so forth in this publication, even if not specifically identified, does not imply that these names are not protected by the relevant laws and regulations.

How to Cite

STRATEGIES FOR ATTRACTING BANK DEPOSITS: AN ANALYSIS OF TRUST AND MARKETING. (2025). Journal of Multidisciplinary Sciences and Innovations, 4(11), 2316-2318. https://doi.org/10.55640/

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