REMOTE BANKING AS A MEANS TO IMPROVE THE OPERATIONAL EFFICIENCY OF COMMERCIAL BANKS

Introduction. The relevance of the study is due to the global trend towards replacing the branch network of banks with remote services in order to reduce operating costs and increase operational efficiency while meeting the needs of customers for reliable, fast and cheap services. Purpose. The article is aimed at identifying the advantages of remote banking services and its interaction with traditional branch services to improve the operational efficiency of commercial banks. Materials: scientific publications, legislation in the area of regulation of commercial banks. Methods: bibliographic analysis, synthesis, and generalisation. Results. The article deals modern processes of gradual replacement of the traditional branch network of banks by remote banking in the direction of increase of their operational efficiency. Attention is focused on the essence and differences between the concepts of ‘mobile banking' and ‘Internet banking' as types of electronic banking. The advantages of remote banking services for legal entities through the client-bank payment system are determined. As an alternative to the remote service for individuals, the article identifies ‘mobile banking' and ‘Internet banking' as types of modern electronic banking. The reliability of e-banking depends on the mobile operator, the servicing bank and the customer's ability to use the service. The distribution channels of banks are analysed by determining the list of banking products and customer segmentation. The models of commercial banks by the distribution of clients and types of banking services delivery are considered. Atypical models are typical for investment and virtual banks, while traditional models are used by universal, corporate and retail banks. Affiliated companies of the bank are a popular channel for delivering banking services to the end consumer. Attention is focused on developing distribution channels for state-owned banks to expand the clientele that is not sufficiently covered by private banks. Discussion. In today's environment, artificial intelligence and machine learning capabilities are actively used in e-banking to counteract operational risks and personalise customer service. The benefits of remote banking for banks lie in the use of customer data to better understand their preferences, financial goals, and spending habits in order to provide targeted services that meet their needs. Digital channels are cost-effective as they do not require premises and direct contact between the customer and bank staff. The penetration of remote banking services in the regions is becoming easier, and customer service has gone beyond the working day and is now available around the clock.