Digital transformation in banks: modern trends and perception of the process by consumers

Savosina Ekaterina Ivanovna, Karpuk Victoria Andreevna, Lukyanova Anna Vasilievna

The face of the modern financial market is rapidly changing, and it becomes mandatory for banking organizations to use technological innovations to increase their competitiveness. The hypothesis of the study is the assumption of an ambiguous attitude of consumers of banking services to the achievements of digitalization. The main changes that will affect the process of providing banks with their products are noted, as well as the development trends of banking organizations under the influence of the introduction of modern technologies. Conclusions are drawn about the need to reveal the multiple possibilities of innovative marketing to improve the ways of promoting goods and services and about the importance of studying consumer choice to fulfill the desires of demanding consumers of the 21st century.

Keywords:banking institutions, innovative marketing, modern technologies, digitalization.