THE EVOLUTION OF SME AND CORPORATE BANKING SERVICES: THE INFLUENCE OF MODERN DIGITAL TECHNOLOGIES

Аннотация

INTRODUCTION made this topic increasingly relevant. The rise of In recent years, the financial sector has undergone digital banks, the emergence of fintech companies, significant transformations driven by and heightened expectations from the corporate digitalization. The digitalization of banking sector have intensified the demand for prompt and services has introduced new approaches that are secure financial services. Companies increasingly gradually reshaping traditional interactions with expect banking partners to provide more tailored corporate customers. The automation of business solutions that efficiently optimize financial processes has brought an increased focus on the operations and mitigate risks. Modern digital implementation of intelligent technologies, technologies, including artificial intelligence and particularly in corporate banking. Growing machine learning, enable banks to analyze large competition in the financial services market has https://www.theamericanjournals.com/index.php/tajmei 63 THE USA JOURNALS THE AMERICAN JOURNAL OF MANAGEMENT AND ECONOMICS INNOVATIONS (ISSN- 2693-0811) VOLUME 06 ISSUE12 datasets, uncover hidden customers' needs, and recommendations for successfully integrating develop proactive solutions. These advancements digital solutions under conditions of intense significantly enhance service quality and competition and technological risks. The study by strengthen customer loyalty. Rubanov, P. M. [1] highlights the interactions between traditional banks, fintech companies, and Despite the growing interest, the integration of digital platforms, emphasizing the open-X banking digital solutions in corporate banking remains concept. This model involves data sharing to underexplored in academic literature. Existing enhance user experience and the creation of studies often focus on the technical aspects of hybrid service formats combining banking and digitalization and security concerns, while the technological solutions. Shukhratovna, R. O., and impact of personalized approaches on sales Narmuradovich, R. S. [2] emphasize that adopting volume and customer experience requires further digital technologies such as blockchain and analysis. This topic holds practical significance as artificial intelligence facilitates efficient marketing it contributes to improving banks' operational processes and customer acquisition, enhancing efficiency and fostering sustainable customer engagement and the importance of innovative relationships. channels. This research aims to study the application of Marius, D. [3] examines the role of digital banking digital solutions in corporate banking and to in strengthening customer loyalty, noting that analyze their impact on banking activities. technology implementation accelerates service METHODS delivery, simplifies user interactions with banks, The research employed comparative analysis and increases satisfaction, thereby providing methods and a systematization of academic competitive advantages. Indriasari, E. et al. [4] literature addressing digital transformation in explore the architecture of digital platforms based corporate banking. Content analysis covered on artificial intelligence and cloud computing, current data and banking reports on the which adapt flexibly to customer needs and implementation of digital solutions, as well as enhance banks' analytical capabilities. These materials on the application of artificial platforms enable the creation of intelligent intelligence, machine learning, and blockchain in services, optimize workflows, and reduce costs. the banking environment. Analyzing examples of In the study by Rysin, V. et al. [5], models of bank successful technology integration provided product personalization tailored to customers' insights into the impact of personalized needs are presented. The authors emphasize that approaches on servicing high-income customers digitalization technologies enable the creation of and the sales of financial services. Expert individualized offers, allowing banks to attract interviews with industry representatives revealed target audiences and strengthen customer practical aspects and challenges encountered relationships. Siek, M., and Rukma, L. Y. P. [6] during the adoption of digital solutions in examine the impact of digital banking applications corporate banking, adding validity to the study's on traditional institutions, noting that users