Open AccessKEY TRENDS IN EUROPEAN RETAIL BANKING AND PROSPECTS FOR THEIR DEVELOPMENT IN UKRAINE
Author(s) -
Serhiy Kyrylenko
Publication year - 2019
Publication title -
journal of european economy
Language(s) - English
Resource type - Journals
eISSN - 2519-4089
pISSN - 2519-4070
DOI - 10.35774/jee2019.01.140
Subject(s) - retail banking , business , context (archaeology) , marketing , consumption (sociology) , financial services , population , business model , finance , paleontology , social science , demography , sociology , biology
The modern banking sector of Ukraine is subject to technological influencesfrom the financial services market of Western Europe. The article identifieskey strategic directions for banking business development in the conditions ofrapid technological change and transformation of the financial service consumption model. The study aims to identify the modern tendencies in banking and the prospects for implementing separate models and instruments in view of the realities of the domestic retail banking practice. The study reveals the main principles of building customer-oriented strategies in European banking. The author studies practical aspects of using new information technology as a marketing tool in the context of sales growth in the retail banking sector. In having performed the analysis of the world experience and its impact on the marketing models of domestic banks, the author identifies and suggests main directions for further development of the domestic banks that are focused on providing services to private individuals and population in general.