RESEARCH OF CONSUMER BEHAVIOR IN THE DIGITAL BANKING SERVICES MARKET

Abstract

In today's digital transformation of the economy, the banking sector is undergoing significant changes due to the development of financial technologies, the growing popularity of mobile services, and changing consumer behavior patterns. Studying customer behavior in the digital banking market is becoming extremely relevant, since it is precisely understanding their needs, motivations, and expectations that allows financial institutions to create competitive advantages and form effective communication strategies. The study analyzed the characteristics of consumer behavior in the digital banking market using the example of Monobank, one of the leading neobanks in Ukraine. The main factors influencing the choice of digital services were considered: ease of use, efficiency of service, availability of products and services, level of trust in the brand and emotional perception of the bank. Particular emphasis was placed on the role of digital communication channels, such as Instagram, TikTok, Facebook and YouTube, in forming customer loyalty and strengthening the positive brand image. An analysis of the competitive environment was conducted and key trends in the development of the fintech market in Ukraine were identified. The study showed that consumer behavior depends on both rational factors (convenience and accessibility) and emotional factors (personalization and informality in communication). Intensive implementation of personalized approaches and informal communication helps to strengthen the interaction between the brand and the client. It was found that the efficiency and success of digital banking services significantly depend on the bank's ability to adapt to market changes, ensure a high level of data protection and skillfully manage the customer experience.