The search for new economic tools, technologies, and directions for the development of banking services in the context of increased competition is caused by the presence of several problems, which are outlined in the following way. First, the developing Kazakh banking services market is very attractive for foreign financial institutions, whose entry into the financial markets of leads to an increase in market concentration, and, as a result, an increase in competitive pressure. Secondly, the recent trend of growth of the Kazakh economy and the development of its real sector led to a decrease in the profitability of speculative instruments, which traditionally served as the main source of profit for banks. Third, during the reform of the Kazakh economy, there was a significant change in the value system of consumers of banking services, a shift in emphasis from the price characteristics of the product to the service ones, which increases the importance of developing and implementing modern technologies to meet customer demand. Fourth, under the current circumstances, it is important to identify the prospects for banks to maintain strategic competitive advantages in the national financial market, despite the increased presence of foreign companies. This requires studying the country features of the formation of the banking services market, identifying the main development trends, justifying a set of technologies to improve the efficiency of working with clients in a competitive environment. As a result of the author's research, the practical aspects and significance of banking services management are substantiated, based on which the corresponding conclusions are made

An ability to innovate is more commonly observed as a crucial element in obtaining a sustainable competitive advantage. Although the issue of innovational development within product companies has been an object of research, there are still questions to answer regarding how innovational management should be conducted in service organizations, especially in the context of the Republic of Kazakhstan. The main aim of this investigation is to develop the new theoretical concept of stimulation of innovative processes among service providers in the Republic of Kazakhstan. Thus, the central question in this paper asks what measures should be taken to increase the competitiveness of domestic companies offering services by virtue of managing the market of innovations taking into account the national peculiarities. The results of this study provide an important opportunity to advance the understanding of the innovation market as the unique sphere from other industries can benefit from. As the result of the investigation, the authors proposed the theoretical concept including the element of a customer, whose role of co-producer is especially important in the service sphere. Also, because of the difference in the innovational activity and economic differences among the territorial division of the country, it is more effective to grant the local innovational offices more power to set the priority directions in service innovation for each region. The current research sets a new ground for the following investigations in the area of innovation management in the service industry in Kazakhstan.