Improving customer relations in the banking sector of Ukraine through the development of priority digital banking products and services: Evidence from Poland
Prokopenko O. Zholamanova M. Mazurenko V. Kozlianchenko O. Muravskyi O.
2022LLC CPC Business Perspectives
Banks and Bank Systems
2022#17Issue 312 - 26 pp.
The emergence of new players - fintech companies, neobanks and non-banking companies - changes the structure of competition in the banking sector, reduces the profitability of traditional banking activities, and therefore forces banks to look for new sources of income. The paper deals with the issue of improving relations with clients in the banking sector of Ukraine, which is proposed to be implemented through the development of priority digital banking products and services. The study used a survey method using a statistical apparatus of a small unique sample, the degree of representativeness of which was assessed using the Students test. Slightly higher, closer to the level that characterizes the significant impact on the clients perception of the whole complex of digital activities in the case of Polish banks (3.81, with a maximum possible score of 5.0) than Ukrainian banks (3.75), which indicates greater involvement and willingness to accept the digitalization of the people of Poland. Generally, banks in both countries are recommended to use a customer-oriented approach in forming product policy using digital products and services, which should be implemented and developed in practice in specific areas identified during customer surveys.
bank-client relations , digital activity , digital technologies , digital transformation , digitalization
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Department of Economics, Collegium Mazovia Innovative University, Poland
Estonian Entrepreneurship University of Applied Sciences, Estonia
Department of Finance, L.N. Gumilyov Eurasian National University, Kazakhstan
Department of World Economy and International Economic Relations, Institute of International Relations of Taras Shevchenko, National University of Kyiv, Ukraine
Department of Finance Banking and Insurance, Chernihiv Polytechnic National University, Ukraine
Department of Banking and Insurance, National University of Life and Environmental Sciences of Ukraine, Ukraine
Department of Economics
Estonian Entrepreneurship University of Applied Sciences
Department of Finance
Department of World Economy and International Economic Relations
Department of Finance Banking and Insurance
Department of Banking and Insurance
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