Tetyana A. Vasilyeva, Yana M. Kryvych, Inna O. Lemish
Factors Influencing Strategic Management of Banking Retail
(original language – Ukrainian)
https://doi.org/10.21272/mer.2018.81.05
The article deals with the approaches to the definition of "banking retail", it is proposed to treat it as a separate segment of the financial market for the provision of retail banking services, taking into account the needs of clients. The authors carried out the analysis of the current state of the retail banking business in Ukraine by the range of the main products and services related to the banking retail: operations with payment cards, servicing of deposit accounts, consumer lending, mortgage loans, currency exchange transactions, other types of settlement and cash services, lease of individual safe deposit boxes. On the basis of the analysis of modern marketing channels of retail banking, the necessity of formation a so-called "virtual bank", without the usual offices and affiliates, and the development of mobile and online sales channels was proved. The main factors influencing the management of retail banking business (mass internet usage, globalization and integration processes, strengthening of competition between banks and non-banking institutions, technological development, new approaches to the promotion of banking products) were considered, and the key role of information and digital technologies in the development and functioning of banking retail was determined. The article reveals the main problems of strategic management of retail banking in Ukraine, analyzes the experience of leading countries in the field of practical application of innovations in banking retail and their prospects in Ukraine, including: development and implementation of software and digital platforms for automation of the banking business; application of decentralized technology blockchain in the activities of banks; application of technology Big Data for handling and analyzing large bulk data sets; application of technology Near Field Communication (NFC) for using smartphones for various settlements; biometric technology for the identification procedure; the use of chat bots and virtual assistants to automate the customer services.
Key words: bank retail, non-cash payments, distribution, innovation, bank transformation.
Placed in №3, 2018.
Affiliations:
TETYANA A. VASILYEVA, Dr. (Economics), Professor, Director of the Educational and Scientific Institute of Finance, Economics and Management named after Oleg Balatsky Sumy State University,
YANA M. KRYVYCH, C.Sc. (Economics), Associate Professor, Department of Finance, Banking and Insurance, Education and Research Institute for Business Technologies «UAB», Sumy State University,
INNA O. LEMISH, Master student Department of Finance, Banking and Insurance, Education and Research Institute for Business Techno
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