MODERN TRENDS IN INCREASING THE EFFICIENCY OF BANKING SERVICES IN THE CONTEXT OF ECONOMIC TRANSFORMATION

This article analyzes the modern trends in increasing the efficiency of banking services in the context of economic transformation. The introduction of digital technologies in the banking sector, the expansion of fintech solutions, and the emergence of a customer-oriented service model are considered the main factors. As a result of the research, priority directions for increasing the efficiency of banking services have been identified. The main objective of this work is to study modern trends in increasing the efficiency of banking services in the context of economic transformation, to analyze their practical significance, and to develop proposals for improvement.