ASSESSMENT OF THE EFFECTIVENESS OF THE BANKING ECOSYSTEM

Abstract

The banking landscape is currently undergoing a profound transformation thanks to advanced digital technologies, rapidly changing preferences customers, as well as new competitive threats from fintech companies and large technology enterprises. In this context, of particular importance is the effective use by banks of partnerships within emerging ecosystems with third parties to meet customer needs and transfer non-core opportunities outside the institution. In view of the foregoing, the article considers the essence and economic the content of the banking ecosystem, its distinctive features and features at the present stage are highlighted. Also the structure of the banking ecosystem is outlined and the key factors of its creation and active distribution are formalized. Special attention in the course of the study is given to developing a methodological approach to assessing the effectiveness banking ecosystem. In particular, analytical indicators are proposed, on the basis of which the bank can choose the most profitable partners. In addition, criteria for the effectiveness of the ecosystem from the point of view of consumers are highlighted. Particular emphasis in the article is placed on the stages of preliminary search for possible partners and analyze the effectiveness of their interactions in the marketing channels of the ecosystem.