CURRENT ISSUES AND MODERN TRENDS IN IMPROVING THE EFFICIENCY OF BANKING SERVICES IN THE PROCESS OF ECONOMIC TRANSFORMATION

This article examines the current issues and modern trends in improving the efficiency of banking services within the context of economic transformation. The rapid development of the digital economy requires banks to reconsider traditional business models and implement innovative technological solutions. The study analyzes the digitalization of banking services, transformation of operational models, API integration, fintech solutions, biometric identification, and the development of remote banking services. The findings indicate that banking efficiency is no longer assessed solely through financial indicators, but also through customer experience, digital engagement, operational agility, and data management capabilities. The research concludes that sustainable competitiveness in the banking sector depends on successful digital transformation, technological adaptability, and customer-oriented management strategies.本文围绕经济转型背景下提升银行业服务效率的现存问题与前沿发展趋势展开研究。数字经济的快速发展要求银行业重新审视传统业务模式，并落地创新性技术解决方案。本研究分析了银行业服务数字化、运营模式转型、API集成、金融科技（FinTech）解决方案、生物特征识别技术以及远程银行服务的发展态势。研究结果表明，银行业服务效率的评估维度已不再仅局限于财务指标，还需涵盖客户体验、数字参与度、运营敏捷性以及数据管理能力等方面。本研究最终得出结论：银行业若要获得可持续竞争力，需依托成功的数字化转型、技术适配能力以及以客户为中心的管理策略。