Subject. This article deals with the issues related to the major competitive differentiators of banks, as well as the competitiveness assessment. Objectives. The article aims to develop indicators to assess the competitiveness of banking institutions, conduct a consumer assessment of the attractiveness of the bank, as well as identify leading institutions in the banking services market of the City of Vladimir. Methods. For the study, we used the methods of comparative analysis, and factorial and rating evaluation procedures. Results. The article presents certain methods for assessing the competitiveness in the banking sector. It identifies possible ways to improve the competitiveness of the banks assessed. Conclusions. Comprehensive assessment methods, including methods related to the study and analysis of competitiveness, should be used when forming new areas of development of banking institutions. This will help create an optimal portfolio of services provided and provide higher customer satisfaction. Implementing a timely assessment of the bank's competitiveness should be the basis for its further development and growth.
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