INCREASING THE POPULARITY OF INNOVATIVE SERVICES IN COMMERCIAL BANKS

Digital innovation is a powerful driving force that is rapidly and extensively transforming financial services around the world. This study aims to focus on the impact of introducing innovative services from a management perspective and to contribute to the existing body of literature on banking innovation. Empirically, we relied on a quantitative research project that evaluates the effectiveness of innovative banking services and the experiences of commercial banks in Uzbekistan. A regression-correlation model incorporating several explanatory measures was developed and assessed through empirical analysis. The results indicate that technological advancement and customer-oriented development significantly influence the popularity of services. Innovation has become deeply embedded in banking operations, reshaping competitive strategies by strengthening customer engagement. This research helps address existing knowledge gaps and contributes practical recommendations. Innovative service delivery promotes digital transformation and the practical application of advanced technologies, ensuring sustainable growth in the banking sector.