银行服务数字化是储蓄银行的战略方向

Oleksandr LYUBICH, Ievgenii DRACHKO-YERMOLENKO
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摘要

介绍。扩大获得金融服务的数字手段目前是解决重要社会经济问题和刺激经济发展的有前途的工具之一。冠状病毒大流行有力地推动了数字银行的普及。在发病率下降和检疫放松之后,几乎所有细分市场的客户使用数字渠道的活动仍然存在。问题陈述。这项研究的相关性是由于全球趋势是用远程服务取代分支网络,以降低运营成本(提高运营效率),前提是满足客户对可靠、快速和廉价服务的需求。目的是确定在最新技术和系统压力条件下,储蓄银行银行产品和服务交付渠道数字化的潜力。方法。采用比较分析、系统分析、历史资料关联、科学综合等方法。采用系列动态统计分析和数据因子分析的方法进行研究。内容分析用于科学出版物和报告的审查。结果。在乌克兰,在远程银行技术框架内引入数字金融技术以扩大银行服务的可及性既有许多成就,也有许多问题,解决这些问题需要国家当局采取适当措施。一个积极的事情是计算机程序的迅速发展,以引入远程银行并在国有银行的工作中实施。企业和零售客户的远程服务覆盖率仍然相对较低,这可能是一个瓶颈。其他重大问题包括这一领域的立法和管理倡议执行缓慢,特别是在《金融部门发展战略》框架内确定的倡议。结论。分析表明,乌克兰银行在远程银行服务(RBS)的发展上存在显著差异,远程银行服务的质量和范围在领导者和局外人之间存在差距。PrivatBank和Sens-Bank的领先地位(在某些方面)很大程度上是由于它们私有制时期的遗留问题,但自那以后,其他商业银行取得了重大进展。在制定发展战略时,银行需要定期对客户进行调查,对市场情况和最新趋势进行分析,以预测客户的行为,并充分回应客户的需求和行为模式。与此同时,银行已经能够采取主动行动,教育和鼓励客户使用苏格兰皇家银行的渠道。国际和乌克兰的经验有时表明RBS项目的实施失败。因此,储蓄银行应推行各产品交付渠道均衡发展的理念,以远程客户服务为重点,引入用户培训项目,调整应用程序接口。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Digitization of banking services as a strategic direction for savings banks
Introduction. Digital means of expanding access to financial services are currently one of the promising tools for solving important socio-economic problems and stimulating economic development. The coronavirus pandemic gave a powerful impetus to the spread of digital banking. After the decline in morbidity and the relaxation of the quarantine, activity in the use of digital channels by customers of almost all segments has remained. Problem Statement. The relevance of the study is due to the global trend to replace the branch network with a remote service in order to reduce operating costs (increase operational efficiency) provided that customers' needs for reliable, fast and cheap services are met. The purpose is to determine the potential of digitalization of the delivery channels of banking products and services for savings banks in the conditions of the latest technologies and systemic stresses. Methods. The methodology of comparative analysis, system analysis, correlation of historical data, scientific synthesis was used. The research was conducted using the methods of statistical analysis of series dynamics and factor analysis of data. Content analysis was used in the review of scientific publications and reports. Results. In Ukraine, the introduction of digital financial technologies to expand access to banking services within the framework of remote banking technologies has both a number of achievements and many problems, the solution of which requires appropriate measures taken by state authorities. A positive thing is the rapid development of computer programs for the introduction of remote banking and their implementation in the work of state banks. The still relatively low share of remote service coverage for corporate and retail customers can be singled out as bottlenecks. Other significant problems include the slow implementation of legislative and regulatory initiatives in this area, in particular those defined in the framework of the Strategy for the Development of the Financial Sector. Conclusions. The analysis showed that Ukrainian banks differ significantly in the development of remote banking services (RBS), there is a gap between leaders and outsiders in the quality and scope of remote banking services. The leading positions of PrivatBank and Sens-Bank (in certain aspects) are largely due to the legacy of the period when they were in private ownership, but since then other commercial banks have made significant progress. In working out a development strategy, banks need to provide for regular surveys of the clientele and marketing analysis of situations and the latest trends in order to predict the behavior of customers and respond adequately to their needs and behavior patterns. At the same time, banks are already able to act proactively, educating and encouraging customers to use RBS channels. International and Ukrainian experience sometimes demonstrates failures in the implementation of RBS projects. Therefore, it is advisable to implement the concept of balanced development of all product delivery channels in the savings bank with an emphasis on remote customer service, introduce user training programs, and adapt application interfaces.
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