THE APPLIED ASPECTS OF ASSESSING THE CURRENT COMPETITIVENESS OF THE BANK
In the article the author critically analyzes various approaches to assessing the competitiveness of banks. The shortcomings of the main methods for assessing the competitiveness of banks are summarized and a procedural mechanism for applying the integral assessment methodology of the competitiveness of a banking institution is presented. It is proposed to use the graphoanalytical method to combine indicators of the current competitiveness of the bank in the integral indicator. A geometric interpretation of the assessment of the level of competitiveness is made by comparing the competitiveness of domestic banks and banks with the participation of transnational bank capital. As a result of the research carried out, the methodical tools for assessing the competitiveness of banks have been further developed, which, unlike other approaches, is based on the use of the graph-analytical method and provides for the construction of a radar of current competitiveness in terms of the bank’s shares in net interest income, net fee and trading income of the banking system, as well as a radar of competitive potential, depending of the long-term credit rating of the bank, financial inclusive the country and the global competitiveness of the bank’s home country. It was found that banks with transnational bank capital in Ukraine have higher competitiveness than domestic banks, due to more powerful competitive potential and to develop measures to increase the competitiveness of domestic banks. Increasing the competitiveness of domestic banks is possible by increasing the capital base, introducing innovative technologies, improving the quality of customer service, improving the range of banking products, optimizing the bank’s internal structure.