MODERN APPROACHES TO ENHANCING DEPOSITOR ATTRACTION IN COMMERCIAL BANKS: EVIDENCE FROM UZBEKISTAN

The stability and competitiveness of commercial banks largely depend on their ability to attract and retain depositors. In the context of digital transformation and increasing competition in the financial sector, traditional approaches to deposit attraction are becoming less effective, requiring the implementation of innovative and customer-oriented mechanisms. This study examines modern approaches to improving depositor attraction in commercial banks and identifies the main factors influencing customers' decisions to place deposits. The research is based on comparative analysis, logical reasoning, system analysis, and the examination of contemporary banking practices. Special attention is paid to customer segmentation, digital banking services, service quality, loyalty programs, financial literacy, and marketing strategies as key instruments for strengthening the deposit base. The study also considers the current development of the banking sector in Uzbekistan and highlights practical opportunities for increasing the effectiveness of depositor attraction. Based on the findings, several recommendations are proposed to improve customer-oriented banking services, expand digital financial products, and strengthen long-term relationships with depositors. The proposed approaches may contribute to increasing the resource base of commercial banks, enhancing customer confidence, and improving the sustainability of the banking system.