Zhavoronok Artur, PhD (Economics), Assistant Professor at the Department of  Public, Corporate Finance and Financial Intermediation, Yuriy Fedkovych Chernivtsi National University, Ukraine

e-mail: artur.zhavoronok@ukr.net
ORCID ID: 0000-0001-9274-8240

Savchuk Dmytro, PhD (Economics), Assistant Professor at the Department of Accounting and Taxation, Yuriy Fedkovych Chernivtsi National University, Ukraine

e-mail: dimasavchuk27@ukr.net
ORCID ID: 0000-0003-1860-848X

The Market Development for Non-Traditional Banking Services in Ukraine

Abstract. Introduction. The article outlines the theoretical foundations for the development of the market for non-traditional banking services. It is deduced that the growth of masses of accessible information about clients in electronic format allows using the modern methods of storage and processing of such information, creating individual banking products for individual consumers according to their needs, which gives grounds to assert the important role of non-traditional services in the further development of banking institutions. It is determined that realization of such measures will create conditions for diversification of banking institutions activity by increasing the number of their services.

Purpose. The purpose of the article is to substantiate the main measures to develop the market of non-traditional banking services, the realization of which will allow gradually to increase the volume sales of such services by domestic banks.

Results. The basic directions of activation the market development of non-traditional banking services in Ukraine, which were systematized and divided into two groups: macroeconomic measures and microeconomic vectors, are defined. The first group includes the following: change of the current legislation on the use of information technology by banks, increasing of transparency in the provision of non-traditional services, improving the system for collecting and processing analytical information on the current state of the market for such services. Within the second group, there the following are identified: advanced training in the field of providing non-traditional services, introduction of modern marketing technologies for their promotion, creation of attractive and complex non-traditional banking products for business entities to meet their needs not only in the necessary financial resources, but also providing a full range of accompanying services: counseling, registration and support of documents, information support on the basis of using the modern innovative products in the field of financial services.

Conclusions. The market development of non-traditional banking services allows transforming the system of settlement and cash services to clients by introducing innovative technologies in this area and increasing the level of income of the bank from their provision. The growth of the array of available information about customers electronically allows us to use modern methods of storing and processing such information (Big Date methods, cloud technologies), to create individual banking products for individual consumers according to their needs. The outlined gives grounds for asserting the important role of non-traditional services in the further development of banking institutions, which emphasizes the urgency of improving the level of functioning of the market for such services.

Keywords: banking service; banking product; non-traditional banking service; market of non-traditional banking services; market of financial services.

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