THE IMPORTANCE OF DIGITAL PLATFORMS IN INCREASING THE RANGE OF ONLINE BANKING SERVICES
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Abstract
This study explores the conceptual, technological, and managerial foundations for the development of smart platforms as an effective instrument for optimizing customer interaction in the field of online banking services. The research underscores that under the conditions of the global digital transformation and the accelerating diffusion of financial innovations, traditional banking models are being replaced by intelligent, data-driven ecosystems characterized by automation, personalization, and integration. Methodologically, the research employs a mixed qualitative–quantitative approach to investigate the motivational and experiential factors influencing customer engagement with online banking services. The findings of the empirical study demonstrate that ease of use, perceived economic value, promotional incentives, and trust in institutional reputation are key determinants of customer satisfaction and loyalty in digital financial ecosystems. Comparative analysis of digital banking platforms in Uzbekistan — including Bankxizmatlari.uz, Depozit.uz, and Bank.uz — reveals rapid growth in user adoption and an ongoing transition from static information portals to interactive, intelligent financial platforms.
The article also presents a conceptual model of a digital platform designed to enhance customer interaction in online banking services. This model integrates data from the Unified State Information System (USIS), banking databases, and open API interfaces to ensure efficient, automated, and personalized service delivery. The study concludes that smart platforms serve as the technological core of next-generation digital banks, providing the necessary infrastructure for intelligent service ecosystems.
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References
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