Elena V. Aksenova – Regional Manager, West-Siberian bank PAO Sberbank (Russia, Tyumen), E-mail: gefner_ev@mail.ru

Abstract. Taking into account the main thrust of  the Small Business Development in Russia, small enterprises share has grown considerably in the past years and is regulated by the law. Thus, different projects are being carried out and training activities are being organised to promote small and medium-sized entrepreneurship. As a result, the number of newly registered entrepreneurs is increasing annually. For instance, in 2018 the Russian individual entrepreneurship represented a 13% increase compared with 2017. [8]. Such trends raise intense competition to serve new entrepreneurs in the banking sector. This caused the market glut and, as a consequence, the customers’ moods. Non-standard advertising and marketing gimmicks are being introduced by banks to involve new customers. The trend in recent years proves the use of so called “grace period” in the banking sector. This means that the bank offers its new customers to benefit from a range of the bank’s services at lower rates for the first few months as compared to standard rates in the price list. In other words, grace period aims to attract small entrepreneurs (legal entity) to the bank, giving an opportunity to a new small business entity to have enough time to increase profit and choose appropriate service package. The article focuses on grace period use as a tool of customer engagement and highlights common flaws the bank comes across while attracting new customers.

Keywords: grace period, customer engagement, service package, cash and settlement service, the bank.

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