The role of customisation in the development of the credit services market

Метою статті є обґрунтування ролі кастомізації в розвитку ринку кредитних послуг. Для проведення дослідження було використано такі методи: контент-аналіз, групування, систематизація, абстрагування, індукція, дедукція. У статті конкретизовано наслідки використання кастомізації у процесі розробки, продажу кредитних продуктів, виокремлено окремі види такої кастомізації, серед якої були визначені такі: персоніфікована, цінова, поведінкова, цифрова, групова та ризикова. Також обґрунтовано особливості позитивного впливу кастомізації на стабільний розвиток ринку кредитних послуг. Визначено, що цифровізація кредитної сфери сприятиме поступовій індивідуалізації взаємодії кредитних установ з їхніми клієнтами. Встановлено, що процес персоналізації кредитних послуг сьогодні перебуває на початкових етапах впровадження. Кредитні установи ще недостатньо володіють необхідними знаннями, методиками, алгоритмами для використання цифрових технологій у процесі глибокої персоналізації власних послуг. Customisation is becoming an important trend in the development of the credit services market today, given the interest of banks, non-bank financial, and credit institutions in using this approach to provide credit services. Digital technologies are creating new conditions for the development and sale of personalised credit products. Further active use of these technologies will only contribute to this process, which will ultimately afiect both the quality of credit risk management by financial institutions and the efiectiveness of their interaction with customers.The purpose of the article is to substantiate the role of customization in the development of the credit services market. The following methods were used to conduct the research: content analysis, grouping, systematization, abstraction, induction, deduction. This is achieved by specifying the consequences of customisation in the process of developing and selling credit products, identifying specific types of customisation, including personalised, price-based, behavioural, digital, group, and risk-based customisation. It has been determined that the list of these types may be expanded in line with the pace of personalisation of credit products by financial institutions. In the article, the positive impact of customisation on the stable development of the credit services market is also substantiated. It has been established that personalization and its use as an approach to the development and sale of credit products can have a systematic positive impact on the functioning of the credit services market, contribute to reducing credit risks within the country's credit system, improve the quality of credit services, and enhance the efiectiveness of interaction with consumers of these services.Thus, in the article, it is determined that the digitalisation of the credit sector will contribute to the gradual individualisation of the interaction between credit institutions and their customers, which will consist of the development of personalised credit products that will be sold to individual consumers or customer segments that will be distinguished by certain characteristics. It has also been established that the personalisation of credit services is currently in the early stages of implementation. Credit institutions still lack the necessary knowledge, methodologies, and algorithms to use digital technologies in the process of deeply personalising their services.