THE IMPORTANCE OF DIGITAL BANKING SERVICES IN ATTRACTING CUSTOMERS IN MODERN CONDITIONS
Keywords:
digital banking, customer attraction, banking services, financial technologies, bank marketingAbstract
This paper examines the importance of digital banking services in attracting and retaining customers under modern economic conditions. The study focuses on the theoretical foundations of digital banking, its role in customer behavior transformation, and its contribution to the competitiveness and efficiency of commercial banks. The results show that digital banking services have become a key factor in customer-oriented banking development.
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