BANK XIZMATLARI SAMARADORLIGINI OSHIRISHDA RAQAMLI MARKETINGDAN FOYDALANISH
DOI:
https://doi.org/10.5281/zenodo.18207432Keywords:
raqamli marketing, tijorat banklari, bank xizmatlari samaradorligi, mobil banking, internet-banking, sun’iy intellekt, chatbot, mijozlar qoniqishi, moliyaviy inklyuzivlik, raqamli transformatsiya, fintech.Abstract
Ushbu maqolada tijorat banklari faoliyatida raqamli marketing vositalaridan foydalanishning samaradorligi
va bank xizmatlari sifatini oshirishdagi ahamiyati tadqiq etilgan. Tadqiqotda dunyo bo‘ylab raqamli bank xizmatlarining
rivojlanish tendensiyalari, mijozlar xulq-atvorining o‘zgarishi, sun’iy intellekt va chatbot texnologiyalarining bank xizmatlariga
integratsiyasi hamda raqamli transformatsiya jarayonining moliyaviy natijalarga ta’siri tahlil qilingan. Maqolada O‘zbekiston
bank sektorida raqamli marketing vositalaridan foydalanish holati va istiqbollari baholangan. Tadqiqot natijalari shuni
ko‘rsatdiki, raqamli marketing vositalarini samarali qo‘llagan banklar operatsion xarajatlarni 25–40 foizga qisqartirish,
mijozlar qoniqishini 17–32 foizga oshirish va daromadlarni yillik 10–11 foizga ko‘paytirish imkoniyatiga ega bo‘ladi
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