Якість банківських продуктів: чинники впливу

Abstract

У статті досліджено сутність понять «банківський продукт» та «якість банківського продукту». Визначено основні складові елементи банківського продукту. Виділено основні принципи, яким повинен відповідати портфель банківських продуктів. Проаналізовано зовнішні та внутрішні чинники, що впливають на якість портфеля банківських продуктів. Визначено роль організаційної культури банку як основи посилення клієнтоорієнтованості його діяльності. Досліджено чинники, які впливають на рівень лояльності клієнтів банківської установи. Розглянуто основні розбіжності між пріоритетами клієнтів та банків. Проаналізовано перспективи співпраці банків із фінтехкомпаніями як умови створення сучасних інноваційних продуктів. Розглянуто роль необанків та BigTech-компаній як джерел виникнення конкуренції стосовно традиційних банківських установ. Викладено переваги створення банківських екосистем.

The article presents the impact on the quality of banking products of internal and external factors in terms of the need to strengthen the customer orientation of banking activities based on innovative technological decisions. The state of the banking system of Ukraine in a pandemic is analysed and the necessity of banks to find new opportunities to ensure a high level of quality of their products, both traditional and innovative, taking into account the peculiarities of modern world trends. The essence of the concepts "banking product" and "quality of a banking product" is studied. The expediency of considering the complex of concepts - a banking product, a banking service and a banking operation – as a set of interrelated elements that constitute a certain holistic hierarchical system was determined. The article substantiates the necessity of understanding the quality of a banking product as the degree of satisfaction of clients' needs taking into account a number of criteria that form a state of loyalty to the banking institution, ensuring its sustainable operation in the short and long term. The basic principles to which the portfolio of banking products should correspond are highlighted. External and internal factors influencing the quality of the banking products portfolio are analysed. The role of organizational culture of the bank as the basis for strengthening client-oriented activity has been defined. The factors which influence the level of loyalty of the banking institution's clients have been studied. The main differences between the priorities of customers and banks are considered. The focus is placed on the need for hyper-personalization when interacting with customers, which will allow them to best meet their needs by providing relevant services. The prospects of cooperation between banks and Fintech companies as a condition for creating modern innovative products on the basis of providing the appearance of a synergistic effect of a new quality level were analysed. This cooperation will open the possibility of access to a solid bank customer audience for Fintech companies, and for others it is a condition for mastering of modern digital innovations. The factors influencing the level of development of the Fintech industry are considered, and the dominant trends in the field of digitalization of the leading countries of the world are given. The role of neobanks in creating conditions for a high quality of interaction with consumers as compared with classic banks was investigated. The features in the activities of the leading non-banks of the world are set out. The reality of the threat to banking systems from technological giants BigTech was analysed. Identified changes in the needs of customers to obtain a set of financial and non-financial products. Considered the possibility of meeting customer needs by forming a banking ecosystem with access to other, non-traditional banking segments.