DEVELOPMENT OF RETAIL BANKING BUSINESS IN UKRAINE

Анотація

With the active functioning of the retail banking market and increasing competition between financial institutions in the monetary sphere of the economy, domestic banks are beginning to pay more attention to communication with customers and their level of satisfaction with banking services. In the course of customer service, banks are constantly improving financial services, introducing new banking products and their marketing mechanisms, including in the retail banking business, as this segment of the banking market can be considered the most profitable. The article considers the theoretical and practical foundations of the process of managing the retail business of Ukrainian banks. The main trends in the development of the retail banking services market in the main areas are analyzed in detail. The main problems of managing the retail business of banks are identified. According to the analysis of the retail banking market, it is proposed to improve remote customer service, as digitalization is a driving force in modern business, in addition, increase the reliability of banking resources and create a quality loan portfolio by improving the borrower's creditworthiness.

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