TIJORAT BANKLARI OMONATLARI HAJMINI OSHIRISHDA MIJOZGA YOʻNALTIRILGAN MARKETING STRATEGIYALARINI ISHLAB CHIQISH

Abstract

Abstract
The study examined customer-oriented marketing strategies aimed at expanding
the deposit portfolio of commercial banks from both theoretical and practical
perspectives. The impact of customer segmentation, personalized service delivery, and
digital marketing tools on deposit volumes in the banking sector was analyzed. The
deposit dynamics of Uzbekistanʼs commercial banks during 2019-2024 were assessed
based on quantitative indicators. The research findings demonstrated that a
differentiated marketing approach grounded in thorough analysis of customer needs significantly enhanced deposit mobilization efficiency. Practical recommendations
were developed for implementing CRM systems, expanding financial literacy
programs, and diversifying digital channels.
Keywords: deposits, commercial banks, marketing strategy, customer
orientation, CRM, digital marketing, banking services, financial literacy