DIVERSIFICATION OF THE BANK'S ACTIVITY AND THE ROLE OF BANKING SERVICES IN INCOME FORMATION

Анотація

The development of modern financial and economic relations falls on the period of deep transformation processes in banking, the application of innovations in the organization and forms of customer service, methods of bank management. Traditional types of banking activities have become more complicated, have acquired qualitatively new features, and due to the introduction of financial transactions that previously had no analogues in banking practice. Using the annual financial information of Ukrainian banks for the period 2014-2021, the impact of diversification on the bank's performance is considered. It was revealed that there is a discrepancy between the standard organizational structures of the bank and the principles of customer-oriented technologies, in connection with which a number of proposals were made to implement new principles of program activities. A thorough analysis of the interpretations of the concept of "financial innovation", "banking innovation", "banking product innovation" available in the scientific literature and identified several approaches to understanding it. The procedure of assessment of diversification of commercial bank activity is carried out. The research of foreign and domestic scientists of innovative activity of banks as satisfaction of needs of clients with new products and services is analyzed. Effective ways to implement a diversification strategy in a commercial bank are presented. The qualities of a competitive bank are determined and the requirements for banking products are singled out. The study revealed that a less integrated financial market in Ukraine gives banks an advantage in achieving greater diversification. The paper outlines the principles of determining the factor influence on the diversification of banking services in competitive languages. The results of the study showed that income diversification increases the efficiency of the bank, but further research is needed to explore other possibilities that may explain this relationship. The proposed system provides specific recommendations for the implementation of the strategy of diversification of operations for banking institutions.

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