DEVELOPMENT OF CREDIT SERVICES OF COMMERCIAL BANKS AS A KEY DIRECTION OF THE FINANCIAL SERVICES SYSTEM

Abstract

This article examines the theoretical and practical aspects of developing credit services of commercial banks as a key direction of the financial services system. It highlights the role of credit services in ensuring bank profitability, meeting customers' financial needs, and financing the real sector of the economy. The study analyzes the diversification of credit services in commercial banks, adaptation of credit products to customer needs, digitalization of lending processes, and expansion of remote credit services. It also substantiates the impact of credit risk assessment, creditworthiness evaluation, the use of scoring systems, and the introduction of artificial intelligence-based technologies into lending processes on banking efficiency. The importance of interest rate policy, service delivery speed, transparency, and an individual approach to customers in improving the quality of credit services is also revealed.