QUALITATIVE ANALYSIS OF THE PERCEPTION OF THE HUMAN-CENTERED MARKETING MANAGEMENT STRATEGY OF THE BANK BY EXTERNAL AND INTERNAL CONSUMERS

The article presents a qualitative analysis of the perception of the human-centered strategy in the bank through the eyes of customers and employees. Through in-depth interviews the discrepancies between the stated values and actual actions, as well as institutional barriers to the implementation of the approach are revealed. The need for a comprehensive transformation of culture and management practices for sustainable implementation of the human-centered model in the digital economy was substantiated. The findings confirm that successful implementation of the human-centered strategy is impossible without a deep transformation of organizational culture, motivation mechanisms and responsibility architecture. The article proposes a conceptual framework for the institutionalization of the human-centered approach, including the development of feedback mechanisms, empathic leadership, and cross-cutting metrics of customer and collaborative experience.