CURRENT ISSUES AND MODERN TRENDS IN IMPROVING THE EFFICIENCY OF BANKING SERVICES IN THE PROCESS OF ECONOMIC TRANSFORMATION

This article examines the current issues and modern trends in improving the efficiency of banking services within the context of economic transformation. The rapid development of the digital economy requires banks to reconsider traditional business models and implement innovative technological solutions. The study analyzes the digitalization of banking services, transformation of operational models, API integration, fintech solutions, biometric identification, and the development of remote banking services. The findings indicate that banking efficiency is no longer assessed solely through financial indicators, but also through customer experience, digital engagement, operational agility, and data management capabilities. The research concludes that sustainable competitiveness in the banking sector depends on successful digital transformation, technological adaptability, and customer-oriented management strategies.