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The article is devoted to study of problems of development of bank services and perfection of bank servicing on the basis of application of information technologies, which should become a strategically important factor of competitiveness of modern commercial banks. Assessment of quality of bank servicing of retail clients, in accordance with the SERVQUAL model, helped to reveal a strategic discrepancy between expectations of the target audience and factual level of the provided banking services, which refers mostly to such components as understanding, assurance and tactfulness. The article proves that constancy of market positions of a bank in competition in the long-term prospect is based on three factors: active marketing support of competitiveness and permanent renovation and expansion of a set of banking services; system increase of personnel potential at a global level and application of interactive forms of bank servicing of clients, which are based on modern information and Internet technologies.Статья посвящена исследованию проблем развития банковских услуг и усовершенствования банковского обслуживания на основе применения информационных технологий, которые должны стать стратегически важным фактором конкурентоспособности современных коммерческих банков. На основе оценки качества банковского обслуживания розничных клиентов, в соответствии с моделью SERVQUAL, выявлен стратегический разрыв между ожиданиями целевой аудитории и фактическим уровнем предоставленного банковского сервиса, который главным образом касается таких компонентов, как «понимание», «уверенность» и «чуткость». Доказано, что постоянство рыночных позиций банка в конкуренции в долгосрочной перспективе базируется на трех факторах: активной маркетинговой поддержке конкурентоспособности и постоянном обновлении и расширении набора банковских услуг; системном повышении кадрового потенциала на глобальном уровне и применении интерактивных форм банковского обслуживания клиентов, которые базируются на современных информационных и Интернет- технологиях.

The article deals with methodological principles and practical aspects of assessing the competitiveness of banks in a market. The paper presents the assessment methodology of competitiveness which is based on the complex system of indicators - indicators of bank development. The proposed indicators characterize different aspects of bank activities in details: operating activities as a whole and operations related to the creation, implementation and marketing of banking services. It has been proposed to use the Harrington function in order to transform indicators that have different dimensions (monetary, interest, unit) into a single scale, and to avoid subjectivity in the assessment. Based on the estimation of individual and group indicators of bank competitiveness, the integral assessment of their market competitiveness in Kharkiv region has been made. It enabled to divide them into strategic groups depending on the strength of their competitive position. It made possible to define leaders and candidates for leadership, pursuers, followers, weak banks, and banks - outsiders. [ABSTRACT FROM AUTHOR]

The article describes basic theories and concepts of confidence in banks and the whole banking system, to prove their relevance. The evaluation of the level of confidence in banks and the banking system at the present stage was researched. Identify measures to maintain a sufficient level of confidence and the resumption of it in times of financial uncertainty. [ABSTRACT FROM AUTHOR]