PECULIARITIES OF BANKING SERVICE TRANSFORMATION: THE CASE OF VTB BANK

This article examines the key aspects of the digital transformation of banking services in the context of increasing competition between domestic banks. The main focus of the article is on remote banking services as a fundamental element of digitalization of banking activities. The theoretical basis of the scientific work is an analysis of various interpretations of the concept of remote banking, which emphasize its focus on remote provision of services using various telecommunication channels without the need for a personal visit from the client. The article analyzed the state of digital services and the digital maturity of Russian banks in general, based on data from the analytical agency for digital audit, which revealed a high level of interest among banks in improving customer service, diversifying channels for distributing information about products sold, introducing contactless payments, etc. VTB Bank's case study shows the practical implementation of a digital strategy through various sources, such as online banking, a mobile application, online sales registers, acquiring and accounting services, as evidenced by statistics on customer connectivity to digital services for 2021-2023, demonstrating steady growth in all these areas. The result of the study was the identification of the advantages of digital solutions implemented by VTB Bank, including extensive functionality, constant access to services and fraud protection. At the same time, the key risks associated with the introduction of new technologies were identified, such as high costs, limited capacity, and the need to improve user digital literacy, which led to the conclusion that technical and information support is important for successful customer adaptation to the new digital environment and high-quality service.