Ruslan A. Dolzhenko - Professor, Department of Labor Economics and Personnel Management, Ural State University of Economics; Associate Professor, Department of Personnel Management and Socio-Economic Relations, Altai State University
Address: 62/45, 8 Marta / Narodnoy Voli Street, Ekaterinburg, 620144, Russian Federation  
E-mail: snurk17@gmail.com

      In this article we examine the possibility of using geomarketing as a tool for modeling the spatial location of a bank’s offices serving individuals and legal entities. Geomarketing is a marketing concept of modern production management based on geo-information technologies which involves the use of spatially localized information to support decision-making. This concept is particularly timely for commercial banks which present their services to customers in an extensive network of service offices, because for the majority of banking services the determining factor in the consumer’s choice of bank for a given service will be the convenience of the location of its office.
      The article describes a sequence of typical steps in geomarketing simulations and makes recommendations for the implementation of each selected stage. Methodical approaches to the implementation of geomarketing modeling for an optimal network of the bank’s service offices are highlighted. Problems in the organization of the network of service offices of the bank which can be solved with the help of geomarketing design are studied. Recommendations are presented for evaluating the capacity of a commercial bank’s office service network depending on their specialization in serving individuals or legal entities. An algorithm is presented for calculating the service office network capacity for individuals together with respective formulas. An approach to evaluating the capacity of the office network servicing legal entities is described. Recommendations are offered for implementing the evaluation of planned location of offices servicing the bank’s clients, as well as for determining the habitats of their preferred location to facilitate the most effective coverage of the local market while taking into account the return on investment in offices.