Куликова О.М., Гуляева К.Г.
Today, there is an active transformation of the banking sector, aimed at the formation of authentic relationships with customers and the incorporation of digital technologies. Digitalization is becoming an integral part of all business processes, which requires financial organizations to use interactive experience and create a personalized customer offer. The purpose of this study was to consider the current trends in the development of the banking sector, the introduction of which will lead to
more » ... which will lead to the achievement of high operational efficiency and the growth of consumer loyalty. At the same time, the authors emphasize the need to achieve a balance between human relationships and the use of digital technologies, without which it is impossible to establish strong emotional ties with customers.
doi:10.24412/2411-0450-2021-3-2-39-42 fatcat:ivuesopjlbhrnfzibaigi2n734