Employee loyalty: from the concept of productive activity to practice

In this paper the author studies the mechanisms that influence the loyalty of the staff of the bank in respect of its clients and that enhance the quality of planning and performance of bank employees. For this purpose, a comparative study of two large banks has been conducted on the basis of content analysis. The analysis has revealed customers of one of the banks under study show negative attitude to the quality banking services, which is predetermined by the low loyalty of the bank staff. The author proposes a methodological approach fostering loyalty and increasing the performance of bank employees. The approach includes: - conducting a sample survey in client companies belonging to the target audience of the bank, which enables us to reveal a list of banking products and services that are of interest to the employees of client organizations; - construction of a regression model for the purpose of evaluation of the dependence of a particular company's demand for banking products and services on a number of parameters that define the portrait of the consumer of banking services); - calculation of the forecast capacity of the market of various banking products based on the constructed model; - approval of the obtained indicators as plan figures; - organization of work motivation for the bank staff, depending on the plan fulfillment. The survey conducted among the staff of one of Tomsk institutions of higher education, a client company of the bank, has revealed that there is correlation between the proportion of staff, who are loyal to some products of one of the analyzed banks, and their average age, gender distribution as well as the average level of qualification. The article presents one of the mathematical models that reflects this correlation and makes it possible to do the forecast calculations. Other mathematical models, constructed by the author in the framework of this study, also reflect the dependence of employee loyalty to banking products on a number of parameters. The results of these calculations will facilitate the bank to set well-founded plans for sale of banking products and services, will considerably improve the system of motivation for some bank employees and, consequently, will enhance performance of the bank.

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