Credit component of the marketing services market: Trends and growth prospects

The relevance of banking credit services and their significant impact on the development of any economic system is an indispensable reality of today. Therefore, the banking market operates at all levels of economic development - from the ordinary household to the macro level. The domestic banking system has been cleaned up due to the reduction of dubious banks, has recovered and is coming out of the crisis period. Therefore, the article is devoted to the credit component of the banking market. The study considers the concept of "banking service", based on theoretical aspects of domestic researchers, presents the author's approach to this concept. The permeability of the domestic credit services market is studied. To conduct the study, special indicators were identified: the share of loans granted by banks to residents of customer access to credit services, gross loans to deposit-taking corporations, loans to residents (excluding deposit-taking corporations) in GDP, number of bank divisions per 100,000 economically active population and interest margin. According to the results of the analysis, a slowdown in GDP growth and a significant reduction in the total volume of gross loans generally issued by deposit-taking corporations were noted. It is noted that the permeability of the credit market and the reproductive role of credit in the economic system is significantly narrowed. The indicators of the state of the financial services market of Ukraine for credit operations of the banking sector were calculated and the analysis for compliance with the criteria of the World Bank Group was performed. It was found that in terms of the share of loans granted to resident banks, the Ukrainian market at the beginning of the analyzed period approached the markets with high per capita incomes, and gradually lost its position, being among the indicator typical of countries with "below average". In terms of customer availability of banking services, including credit, we see a downward trend. This indicator will gradually lose its relevance for market assessment, due to the widespread introduction of digital services by domestic banks, the penetration of Internet banking and the course to maximize the overall range of remote banking services, based on widespread innovation in the banking segment, digital customer verification and more. In terms of interest margins, or "spread of interest rates", the domestic credit market is moving confidently towards low-income countries. The result of banks' activity in absolute terms - net interest income is analyzed. Conclusions are made about the tendencies and prospects of growth of the credit component of the banking services market