Personalization of Banking Products (Services) using Digitalization Technologies

Q3 Economics, Econometrics and Finance WSEAS Transactions on Business and Economics Pub Date : 2023-11-10 DOI:10.37394/23207.2023.20.216

Vitalii Rysin, Olha Prokopenko, Oleksii Muravskyi, Ruslan Pechenko, Nataliіa Holiachuk, Andrii Zinchenko

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Abstract

The aim of the article was to build and test a potential assessment model using digitalization technologies for the personalization of banking products. The methods of graphic modeling, and expert survey were used in the research. The experience and specifics of using digital tools were analyzed, and the appropriateness of their application in bank practice was determined using the example of a Ukrainian bank. The potential of implementing specific technological solutions for the personalization of banking products (services) in the practice of the analyzed bank is determined. The Markowitz Model was applied for the allocation of the investment budget for the implementation of digital technologies with the purpose of improving the personalization of banking products (services). It was shown how the practical implementation of digital technologies and digitization tools will contribute to the growth of the competitiveness of this bank in the highly competitive market of banking products through the personalization of the client experience. Prospects for further research include the identification and structuring of digital tools that can be applied to specific expected personalized experiences.

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利用数字化技术实现银行产品(服务)的个性化

本文的目的是利用数字化技术构建和测试一个潜在的评估模型，以实现银行产品的个性化。研究中采用了图形建模和专家调查的方法。分析了使用数字工具的经验和细节，并以乌克兰银行为例确定了在银行实践中应用数字工具的适当性。在所分析的银行实践中，为银行产品(服务)的个性化实施特定技术解决方案的潜力是确定的。以提高银行产品(服务)的个性化为目的，运用马科维茨模型对实施数字技术的投资预算进行分配。展示了数字技术和数字化工具的实际实施将如何通过客户体验的个性化，帮助该银行在竞争激烈的银行产品市场中提高竞争力。进一步研究的前景包括识别和构建可应用于特定预期个性化体验的数字工具。

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来源期刊

WSEAS Transactions on Business and Economics Economics, Econometrics and Finance-Economics and Econometrics

CiteScore

1.50

自引率

0.00%

发文量

180

期刊介绍： WSEAS Transactions on Business and Economics publishes original research papers relating to the global economy. We aim to bring important work using any economic approach to a wide international audience and therefore only publish papers of exceptional scientific value that advance our understanding of finances. The research presented must transcend the limits of case studies, while both experimental and theoretical studies are accepted. While its main emphasis is economic, it is a multi-disciplinary journal and therefore its content mirrors the diverse interests and approaches of scholars involved with the international dimensions of business, economics, finance, history, law, marketing, management, political science, and related areas. It also welcomes scholarly contributions from officials with government agencies, international agencies, and non-governmental organizations.