DIGITAL BANKING INNOVATIONS AS DRIVERS OF COMMERCIAL BANKS’ INVESTMENT ATTRACTIVENESS

Abstract

. This research thesis examines ways to enhance the investment attractiveness of commercial banks through digital banking innovations. The adoption of digital technologies has become a major factor in improving the quality of financial services, lowering operating costs, expanding customer outreach, ensuring information transparency, and strengthening investor confidence. Mobile and internet banking, automated credit scoring, artificial intelligence, big data, and electronic payment systems contribute to banks’ competitiveness and investment attractiveness. The study analyzes the effects of digital innovation on commercial banks’ investment attractiveness, identifies existing challenges, and discusses possible solutions.