RELIABILITY TO BANKS: AN OVERVIEW OF WORLD AND DOMESTIC APPROACHES TO DETERMINING CONTENT AND MAIN CHANNELS OF IMPACT

Restoring trust in banks is one of the measures to ensure the implementation of the nationwide banking sector rehabilitation program. The article summarizes the world and domestic experience of researching trust in banks by identifying the main approaches and characteristics of its manifestation. The main direction is characterized by the search and identification of key factors that affect the level of trust in banks, their assessment, taking into account the peculiarities of the country. Domestic experience indicates the importance and feasibility of creating a favorable macro- and microeconomic climate in the country. It has been determined that the manifestation of public trust in banks can be assessed through financial and non-financial aspects. The financial aspect of assessing bank trust is based on the using of quantitative indicators, the non-financial aspect is an approach of assessing bank trust by finding and identifying factors that affect the level of trust in banks that can be managed and predicted to prevent crisis-related phenomena. Non-financial factors include socio-demographic indicators (gender, age, marital status, education, income, access to information); religious, political and economic values, determinants at the country level (GDP per capita, financial crisis, deposit insurance and bank concentration in the country). According to the group of socio - demographic indicators, women trust banks more than men; trust in banks tends to increase with income; by age and education - decreases; different media channels for getting information have different effects on trust. According to the group of religious values - trust in banks by religious people is higher and depends on religious denominations. Political and economic values have a positive and significant impact on the level of trust, namely wealth, social assistance and democracy. Keywords: level of trust, financial sector, trust in banks.