MODERN BANKING IN UKRAINE: CONDITION, PROBLEMS AND WAYS OF IMPROVEMENT IN CONDITIONS OF COMPETITION

In the article reviewed the modern condition and ways to optimize the process of improving banking activities in view of European integration processes which are taking place in the country. The authors determined that the key to efficient operation of domestic banks is the development and implementation of new banking services oriented to maximize customer value creation for customers, which will provide and maintain a competitive advantage in the long perspective. In the conditions of the existing competition between banks, which has developed for today in the market of banking services in the struggle for the client and the markets, necessitates the introduction of modern banking technologies as a strategic tool. The necessity of wide application of Internet technologies in the banking sphere, which is defined as one of the most sensitive to the development of new world technologies, is substantiated. The analysis of modern banking services of the largest banks in Ukraine internet and mobile banking, allowed to identify the main proposals leading banks for customers and identify weaknesses. The article states that Internet technologies allow to significantly expand the market of banking products and services taking into account all types of remote services, including Internet and mobile banking. With the improvement and further development of Internet banking and mobile banking with functional, adapted to the specific needs of legal entities and individuals, it becomes the main modern advantage for the bank.