“…Second, transformational changes in banking activities (Didenko et al, 2018), namely the reduction of departments and staff involved in customer service and communication, lead to a reduction in bank costs (Dovha and Boychenko, 2017) and the number of direct customer contacts with bank staff, thus limiting the impact of the "human" factor in relationships with customers (Naroș, 2019;Székely et al, 2020). Third, innovations provide a significant competitive advantage for a banking institution in the financial services market (Kozmenko and Vasyl'yeva, 2008;Vasylieva et al, 2014;Adeyinka et al, 2019;Karaoulanis, 2018;Liu et al, 2019), contribute to increase in its profitability (Adeyinka et al, 2019;Goncharenko and Lopa;2020) and the capitalization level (Obidjon, 2017), etc. Fourth, modern technologies provide an opportunity to expand service geography and increase customer base since customers have access to many banking services without visiting a bank branch.…”