title: ÐÐ»Ð¸ÑÐ½Ð¸Ðµ ÑÐ¸ÑÑÐ¾Ð²Ð¸Ð·Ð°ÑÐ¸Ð¸ Ð±Ð°Ð½ÐºÐ¾Ð²ÑÐºÐ¾Ð³Ð¾ ÑÐµÐºÑÐ¾ÑÐ° Ð½Ð° ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ðµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð¾ÑÐ½Ð¾ÑÐµÐ½Ð¸Ð¹
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: The impact of digitization in the banking sector on the development of relationship marketing
Creators: name: ÐÐµÑÑÐ¾Ð², ÐÐ°Ð½Ð¸ÑÐ»Ð°Ð²
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2023
Subjects: Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³ Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð¾ÑÐ½Ð¾ÑÐµÐ½Ð¸Ð¹
Ð±Ð°Ð½Ðº
ÑÐ¸ÑÑÐ¾Ð²Ð¸Ð·Ð°ÑÐ¸Ñ
Ð°Ð½ÐºÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ
Ð³Ð¸Ð¿Ð¾ÑÐµÐ·Ð°
ÑÐ´Ð¾Ð²Ð»ÐµÑÐ²Ð¾ÑÐµÐ½Ð½Ð¾ÑÑÑ
ÑÐºÐ¾ÑÐ¸ÑÑÐµÐ¼Ð°
relationship marketing
bank
digitalization
surveying
hypothesis
satisfaction
ecosystem

description: Ð¦ÐµÐ»ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ²Ð»ÑÐµÑÑÑ Ð²ÑÑÐ²Ð»ÐµÐ½Ð¸Ðµ ÑÐ°ÐºÑÐ¾ÑÐ¾Ð², Ð²Ð»Ð¸ÑÑÑÐ¸Ñ Ð½Ð° ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ðµ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð¾ÑÐ½Ð¾ÑÐµÐ½Ð¸Ð¹ Ð² Ð±Ð°Ð½ÐºÐ¾Ð²ÑÐºÐ¾Ð¼ ÑÐµÐºÑÐ¾ÑÐµ Ð² ÑÐ¿Ð¾ÑÑ ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ ÑÑÐ°Ð½ÑÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸, Ð° ÑÐ°ÐºÐ¶Ðµ Ð¾ÑÐµÐ½ÐºÐ° ÑÐ´Ð¾Ð²Ð»ÐµÑÐ²Ð¾ÑÑÐ½Ð½Ð¾ÑÑÐ¸ Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÐµÐ¹ ÑÑÐ½ÐºÑÐ¸Ð¾Ð½Ð°Ð»Ð¾Ð¼ ÑÐ¸ÑÑÐ¾Ð²ÑÑ ÑÐµÑÐ²Ð¸ÑÐ¾Ð² ÐºÑÑÐ¿Ð½ÑÑ Ð±Ð°Ð½ÐºÐ¾Ð² Ð Ð¤. ÐÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ðµ Ð¿ÑÐ¾Ð²ÐµÐ´ÐµÐ½Ð¾ Ð½Ð° Ð±Ð°Ð·Ðµ Ð´Ð°Ð½Ð½ÑÑ Ð¸Ð· Ð¾ÑÐºÑÑÑÑÑ Ð¸ÑÑÐ¾ÑÐ½Ð¸ÐºÐ¾Ð² Ð¾ ÑÐ¸ÑÑÐ¾Ð²ÑÑ Ð±Ð°Ð½ÐºÐ¾Ð²ÑÐºÐ¸Ñ ÑÐµÑÐ²Ð¸ÑÐ°Ñ ÐºÑÑÐ¿Ð½ÑÑ Ð±Ð°Ð½ÐºÐ¾Ð² Ð Ð¤, Ð° ÑÐ°ÐºÐ¶Ðµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ°Ñ Ð°Ð½ÐºÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ñ. ÐÑÐµÐ´Ð¼ÐµÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÑÐ°ÐºÑÐ¾ÑÑ, Ð²Ð»Ð¸ÑÑÑÐ¸Ðµ Ð½Ð° Ð¿Ð¾ÑÑÐµÐ±Ð¸ÑÐµÐ»ÑÑÐºÑÑ ÑÐ´Ð¾Ð²Ð»ÐµÑÐ²Ð¾ÑÑÐ½Ð½Ð¾ÑÑÑ Ð¼Ð¾Ð±Ð¸Ð»ÑÐ½ÑÐ¼ Ð¸ Ð¾Ð½Ð»Ð°Ð¹Ð½ Ð±Ð°Ð½ÐºÐ¸Ð½Ð³Ð¾Ð¼. ÐÐµÑÐ¾Ð´Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: Ð¾Ð±Ð¾Ð±ÑÐµÐ½Ð¸Ðµ Ð¸ Ð³ÑÑÐ¿Ð¿Ð¸ÑÐ¾Ð²ÐºÐ° Ð´Ð°Ð½Ð½ÑÑ, Ð°Ð½Ð°Ð»Ð¸Ð·Ð° Ð¸ ÑÐ¸Ð½ÑÐµÐ·Ð° Ð¸Ð½ÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸, Ð°Ð½ÐºÐµÑÐ¸ÑÐ¾Ð²Ð°Ð½Ð¸Ðµ, ÑÑÐ°ÑÐ¸ÑÑÐ¸ÑÐµÑÐºÐ¸Ðµ Ð¼ÐµÑÐ¾Ð´Ñ Ð¾Ð±ÑÐ°Ð±Ð¾ÑÐºÐ¸ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² Ð¸Ð·Ð¼ÐµÑÐµÐ½Ð¸Ð¹ ÐÑÐ½Ð¾Ð²Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ: ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ð° Ð°Ð½ÐºÐµÑÐ° Ð½Ð° ÑÐµÐ¼Ñ ÑÐ´Ð¾Ð²Ð»ÐµÑÐ²Ð¾ÑÐµÐ½Ð½Ð¾ÑÑÐ¸ Ð¿Ð¾Ð»ÑÐ·Ð¾Ð²Ð°ÑÐµÐ»ÐµÐ¹ ÑÐ¸ÑÑÐ¾Ð²ÑÐ¼ Ð±Ð°Ð½ÐºÐ¸Ð½Ð³Ð¾Ð¼; Ð¿ÑÐ¾Ð¸Ð·Ð²ÐµÐ´ÐµÐ½ ÑÑÐ°Ð²Ð½Ð¸ÑÐµÐ»ÑÐ½ÑÐ¹ Ð¸ ÑÑÐ°ÑÐ¸ÑÑÐ¸ÑÐµÑÐºÐ¸Ð¹ Ð°Ð½Ð°Ð»Ð¸Ð· ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ; ÑÐ°Ð·ÑÐ°Ð±Ð¾ÑÐ°Ð½Ñ ÑÐµÐºÐ¾Ð¼ÐµÐ½Ð´Ð°ÑÐ¸Ð¸ Ð¿Ð¾ ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ñ ÑÐ¸ÑÑÐ¾Ð²ÑÑ ÑÐµÑÐ²Ð¸ÑÐ¾Ð² Ð´Ð»Ñ Ð±Ð°Ð½ÐºÐ¾Ð² Ð½Ð° Ð¾ÑÐ½Ð¾Ð²Ðµ Ð¿Ð¾Ð»ÑÑÐµÐ½Ð½ÑÑ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ. ÐÐ±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² ÐÐÐ . Ð ÐµÐ·ÑÐ»ÑÑÐ°ÑÑ ÑÐ°Ð±Ð¾ÑÑ Ð±ÑÐ´ÑÑ Ð¿Ð¾Ð»ÐµÐ·Ð½Ñ ÑÑÐºÐ¾Ð²Ð¾Ð´Ð¸ÑÐµÐ»ÑÐ¼ Ð¾ÑÐ´ÐµÐ»Ð° Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° ÑÐ¾ÑÑÐ¸Ð¹ÑÐºÐ¸Ñ Ð±Ð°Ð½ÐºÐ¾Ð² Ð¸ ÑÐ¸Ð½Ð°Ð½ÑÐ¾Ð²ÑÑ ÑÑÑÐµÐ¶Ð´ÐµÐ½Ð¸Ð¹, Ð° ÑÐ°ÐºÐ¶Ðµ ÑÑÐµÐ½ÑÐ¼, ÑÑÐ¸ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°ÑÐµÐ»ÑÑÐºÐ¸Ðµ Ð¸Ð½ÑÐµÑÐµÑÑ Ð»ÐµÐ¶Ð°Ñ Ð² ÑÐ°ÑÑÐ¼Ð°ÑÑÐ¸Ð²Ð°ÐµÐ¼Ð¾Ð¹ Ð¾Ð±Ð»Ð°ÑÑÐ¸. ÐÐ°ÑÑÐ½Ð°Ñ Ð½Ð¾Ð²Ð¸Ð·Ð½Ð° ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð² Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ñ ÑÐ¾ÑÑÐ¾Ð¸Ñ Ð² Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð¸Ð¸ ÑÐ°ÐºÑÐ¾ÑÐ¾Ð² Ð²Ð»Ð¸ÑÐ½Ð¸Ñ Ð½Ð° ÑÐ´Ð¾Ð²Ð»ÐµÑÐ²Ð¾ÑÑÐ½Ð½Ð¾ÑÑÑ ÐºÐ»Ð¸ÐµÐ½ÑÐ¾Ð² ÑÐ¸ÑÑÐ¾Ð²ÑÐ¼ Ð±Ð°Ð½ÐºÐ¸Ð½Ð³Ð¾Ð¼, Ð° ÑÐ°ÐºÐ¶Ðµ Ð² ÑÐ¸ÑÑÐµÐ¼Ð°ÑÐ¸Ð·Ð°ÑÐ¸Ð¸ Ð¸Ð·Ð¼ÐµÐ½ÐµÐ½Ð¸Ð¹ Ð² Ð±Ð°Ð½ÐºÐ¾Ð²ÑÐºÐ¾Ð¼ ÑÐµÐºÑÐ¾ÑÐµ Ð²ÑÐ»ÐµÐ´ÑÑÐ²Ð¸Ðµ ÑÐ¸ÑÑÐ¾Ð²Ð¾Ð¹ ÑÑÐ°Ð½ÑÑÐ¾ÑÐ¼Ð°ÑÐ¸Ð¸ Ð¸ ÐµÐµ Ð²Ð»Ð¸ÑÐ½Ð¸Ð¸ Ð½Ð° ÑÐ°Ð·Ð²Ð¸ÑÐ¸Ðµ ÐºÐ¾Ð½ÑÐµÐ¿ÑÐ¸Ð¸ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð° Ð²Ð·Ð°Ð¸Ð¼Ð¾Ð¾ÑÐ½Ð¾ÑÐµÐ½Ð¸Ð¹. ÐÑÐ²Ð¾Ð´Ñ. ÐÐ°Ð´Ð°ÑÐ¸ ÐÐÐ  ÑÐµÑÐµÐ½Ñ, ÑÐµÐ»Ñ Ð´Ð¾ÑÑÐ¸Ð³Ð½ÑÑÐ°, Ð¾Ð¿ÑÐµÐ´ÐµÐ»ÐµÐ½Ð° Ð¾Ð±Ð»Ð°ÑÑÑ Ð¿ÑÐ¸Ð¼ÐµÐ½ÐµÐ½Ð¸Ñ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÐ¾Ð². ÐÐ¾Ð»ÑÑÐµÐ½Ð½ÑÐµ ÑÐµÐ·ÑÐ»ÑÑÐ°ÑÑ Ð¾Ð±Ð»Ð°Ð´Ð°ÑÑ Ð¿ÑÐ¸Ð·Ð½Ð°ÐºÐ°Ð¼Ð¸ Ð½Ð°ÑÑÐ½Ð¾Ð¹ Ð½Ð¾Ð²Ð¸Ð½Ñ. ÐÐ±Ð¾ÑÐ½Ð¾Ð²Ð°Ð½Ñ Ð¿ÐµÑÑÐ¿ÐµÐºÑÐ¸Ð²Ñ Ð¸ Ð½Ð°Ð¿ÑÐ°Ð²Ð»ÐµÐ½Ð¸Ñ Ð´Ð°Ð»ÑÐ½ÐµÐ¹ÑÐ¸Ñ Ð¸ÑÑÐ»ÐµÐ´Ð¾Ð²Ð°Ð½Ð¸Ð¹.
description: The title of the masters thesis: Â«The impact of digitization in the banking sector on the development of relationship marketingÂ». The aim of the study is to develop theoretical and methodological principles, as well as practical recommendations for improving relationship marketing processes in the banking sector based on the use of digital banking services. The study was carried out on the basis of digital banking services: mobile banking, internet banking. Research subject: the study of the relationship between digital banking services and customer satisfaction from using these products. Research methods: content and comparative analysis of regulatory documents on the research topic; surveying bank clients to measure satisfaction with mobile banking. The main results of the study: a survey on the topic of user satisfaction with digital banking has been developed; comparative and statistical analysis of research results has been conducted; recommendations for the development of digital services for banks have been formulated based on the obtained research results. Application field: the results of the work will be useful for banks and financial institutions: they can use these recommendations and strategies to improve their digital banking products and services. The scientific novelty of the study it consists of detecting the factors that influence customer satisfaction with digital banking, as well as systematising the changes in the banking sector due to digital transformation and its impact on the development of the concept of relationship marketing. Conclusions: the objectives of the thesis have been achieved, and the research has defined the application area of the results. The obtained findings possess features of scientific novelty. The prospects and directions for further research have been justified.