Banking services improvement through the development of service technologies

Abstract

The authors analyze the qualitative changes in the nature and orientation of modern society, which led to the emergence of the phenomenon of “customization” and analyze the features of a modern “service of civilization”. The authors use the technique of ABC-and XYZ-analysis to assess the assortment policy in banks. The article defines the external factors and the theoretical and methodological background of innovative changes in the banking market. The article also discusses the most promising innovative service technologies in the banking market and the examples of their implementation of Russian and foreign banks. To identify the main characteristics of banking products to help meet customer demand, the authors are guided by the model N. Cano, who formulated the “theory of attractive quality” and highlighted the major kinds of needs. Based on analysis of trends in the global economy, the authors concluded the growing role of the Internet in the development of service technology in the banking market and the need for further use of its opportunities for improvement of banking services. This paper investigates the key challenges and prospects for the development of service technologies and their impact on the development of banking services.