The role of banking marketing in supporting the competitive advantage of Kazakhstan banks

The purpose of this study is to explore the role of marketing strategies in achieving competitive advantage for banks in Kazakhstan. To achieve this goal, definitions of “banking marketing” and “competitive advantage” were given based on the work of Kazakhstani and foreign researchers, and the marketing strategies of Kazakhstani banks were analyzed (JSC Halyk Bank, JSC Kaspi Bank, JSC Forte Bank) . The study of marketing strategies helped determine the selected banks' competitive advantages. The main key aspects of Banwo marketing were: the Contribution of Second-Tier Banks to the Economic Development of the Country; the Main Elements of Bank Marketing; customer Retention Strategies and the Impact of Marketing on Customer Loyalty. The paper considered the prospects for further development of banking marketing in Kazakhstan. The article describes the challenges associated with the intangible nature of banking products and compares marketing strategies. A segmentation of bank clients by age and financial goals was conducted, identifying the most suitable products for each group. The main banking products and services were identified that are most suitable for each of the identified groups of clients. The work is aimed at identifying the uniqueness of the marketing tactics of Kazakhstani banks, studying the construction of long-term relationships with customers, and the methods banks use to promote their products, even though the banking product is intangible. Future research may focus on marketing campaigns aimed at promoting sustainable financial products and services.

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