THE IMPACT OF INTERNET BANKING AND MOBILE APPLICATIONS ON THE CONVENIENCE AND ACCESSIBILITY OF BANKING SERVICES FOR CLIENTS IN UKRAINE
Abstract
The article discusses the issues of convenience and accessibility of banking services through online banking and mobile banking in Ukraine. Such terms as "internet banking", "online banking", "web banking", "electronic banking", "mobile banking" are differentiated and analyzed. The positive aspects of the development of remote banking services in Ukraine are analyzed and identified, i.e. the list of banking services that are currently possible and available to bank customers in Ukraine is described. The author analyzes and systematizes the most successful innovative approaches of Ukrainian banks to the service of the population without the necessity of physical presence in a bank branch, namely, personal payment, successful integration of the interface, the program "Frog" and QR codes for cashless transactions. However, it was found that the penetration of online banking in Ukraine is much lower than in the European Union. The advantages and disadvantages of the factors influencing the convenience and accessibility of Ukrainian banking services for customers are identified. As a result of the analysis, it was found out that the advantages are much greater, taking into account the development potential. Problems and barriers to the further development of online banking in the Ukrainian context are highlighted. The problems include both those that depend on banks, such as server problems, and those that are not regulated by banks, such as cyber-attacks and regional development deficiencies in terms of Internet penetration in Ukraine.) Recommendations have been developed to improve the functioning of the banking system on the way to increasing the usability of banking services in Ukraine, which includes improving regional infrastructure development to enable customers to access banking services, i.e. access to banking services. As well as the introduction of the Open Banking program, which will significantly increase the convenience for bank customers, and as a result, the commitment and increase the number of customers. Such actions will affect the overall development of the banking system in Ukraine.
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