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STAKEHOLDERS AND THEIR INFLUENCE ON THE DEVELOPMENT OF THE BANKING BUSINESS

Introduction. Improving the relationship between banks and stakeholders in modern conditions involves the development and implementation of a balanced system of corporate governance and corporate social responsibility. The influence of stakeholders on the development of the banking business should be considered from the standpoint of the current state of the banking services market; evaluation of corporate governance performance indicators as a basis for establishing relationships with bank stakeholders; formation of relations between banks and stakeholders on the basis of corporate social responsibility.
Methods. The authors used dialectical and systemic approaches to study the peculiarities of the relationship between banks and stakeholders; abstract and logical method - for theoretical generalizations and substantiation of ways to improve the relationship of banks with stakeholders on the basis of corporate social responsibility; statistical and analytical method - to assess indicators of corporate governance efficiency as a basis for establishing relationships with stakeholders of banks.
Results. The classification of stakeholders according to the level of influence on the target function of the institution is determined, namely: the group of normative influence formation, the group of determining influence, the group of functional influence and diffuse groups of indirect influence. The stakeholders of the bank are analyzed depending on the environment of its operation. The key challenges for the banking business from the standpoint of the interests of the bank's customers, from the standpoint of the interests of investors (owners) of the banking business, from the standpoint of the regulator. The evaluation of corporate governance efficiency indicators was carried out, namely: the dynamics of banks' financial results and their profitability. Quantitative criteria for assessing the level of social orientation of banking institutions in terms of stakeholders are substantiated. It is proved that the process of managing corporate social programs should be based on determining the priorities of the bank's social policy; creation of a special structure for managing social programs; conducting training programs in the field of social responsibility; implementation of the bank's social programs; evaluating and informing stakeholders of the results of the bank's social programs.
Discussion. Prospects for research are to shift the emphasis to defining the goals that need to be achieved when interacting with each of the stakeholders; factors that affect the achievement of these goals and possible risks.
Keywords: stakeholders, corporate governance, corporate social responsibility, social programs, banking business.