В данной научной статье рассматривается совершенствование организационно-экономического механизма организации и управления клиентоориентированной маркетинговой деятельностью в коммерческих банках. В частности, предложен иерархический подход, позволяющий разрабатывать и оценивать клиентскую политику. Для оценки уровня удовлетворенности клиентов банковскими услугами в коммерческих банках представлена обновлённая методология на основе применения метода GAP-анализа. Предложена специальная инструкция для сотрудников маркетингового отдела по работе с клиентами, а также по выполнению организационных и аналитических задач. Кроме того, разработаны методические основы сегментированной маркетинговой политики, направленной на повышение конкурентоспособности коммерческих банков, а также принятия стратегических решений, соответствующих микро- и макросегментам потребителей.

This article develops the theoretical and methodological foundations for a comprehensive assessment of banking service efficiency provided to individuals. The study proposes a multidimensional evaluation framework that integrates traditional financial indicators with customer satisfaction metrics, digital service quality, operational efficiency, risk management level, and institutional sustainability indicators. Furthermore, an integrated performance assessment model is designed to evaluate retail banking services in the context of digital transformation. The research findings contribute to enhancing customer-oriented banking strategies, improving service quality, and strengthening competitiveness in the retail banking sector.

This paper examines strategies for developing financial services in commercial banks to enhance their competitiveness, efficiency and value proposition. In an era characterized by rapid technological advances and changing customer preferences, commercial banks are faced with the need to innovate and adapt to changing market demands. This article identifies the key strategies of banks to achieve sustainable growth and maximize customer satisfaction. These strategies include digital transformation, expanding product offerings, improving customer experience, enhancing access to financial services, strengthening risk management, investing in talent development and sustainable financing practices. Implementing these strategies will help commercial banks take a leadership position in financial services, drive business growth and achieve the broader goals of economic prosperity and social well-being.

The article discusses the development of new approaches and methods, the use of modern forms of service provision and the features of existing factors that ensure the effective development of digital transformation, as well as increasing customer satisfaction in the field of restaurant services. The important aspects of increasing customer satisfaction, improving restaurant service and the service landscape based on digital transformation using product, technological and managerial innovations are revealed.

This article comprehensively analyzes the role and importance of artificial intelligence technologies in improving the quality of services in the tourism sector. The research covers in detail the main functional capabilities of artificial intelligence, including individualization of services, automation of business processes, predictive analytics, and digital analysis of customer opinions. Also, the impact of modern digital solutions - chatbots, virtual assistants, dynamic pricing mechanisms, and automated booking systems on the efficiency and competitiveness of tourism services is scientifically substantiated. The article shows that the increase in tourist flows and the growth in demand for services in the conditions of the Uzbek tourism market makes the introduction of artificial intelligence technologies an urgent task. At the same time, it is emphasized that the effective implementation of these technologies is inextricably linked with the development of infrastructure, digital competencies, and the training of qualified personnel. The results of the study show that artificial intelligence is an important strategic factor in improving the quality of service in the tourism sector, rational use of resources and ensuring customer satisfaction. The conclusions presented in the article once again confirm the increasing importance of artificial intelligence technologies in the tourism sector in the context of digital transformation.

This article examines retail banking products in commercial banks and their impact on the efficiency of banking activities. Through a comprehensive analysis of relevant literature and empirical data, the author studied various dimensions of retail banking products and their impact on banking efficiency. In addition, the article conducted research and analysis on the areas of transformation and digitization of banks, the role of retail banking products in increasing bank income, improving customer relations, and saving bank costs. In general, the article examined how retail banking products contribute to the efficiency of banking activities and conducted a comprehensive analysis on the example of JSCB with foreign capital “Hamkorbank”.

The basic approach of the concept of social and ethical marketing is to determine the needs, desires and interests of the target markets, to ensure the desired level of satisfaction in effective ways aimed at maintaining and increasing the well-being of the consumer and society as a whole. The implementation of the social and ethical marketing concept requires a balance of three factors: the profit of the producing organization (industry, state), purchasing needs and the interests of society. There are also five basic principles of ethical marketing. It is necessary to create evaluation metrics to analyze the state of compliance with the basic principles of ethical marketing in the practice of all enterprises.

The development of information technology and growing competition in the hotel services market necessitate the active use of innovation in the activities of modern hotels. Innovation is now considered one of the important competitive advantages in the hospitality industry. Innovation in the hospitality industry can be defined as an innovation implemented in practice in the form of a new or improved product, process or method, created as a result of the introduction of new ideas and knowledge to better meet the needs of customers of the hotel enterprise. Hospitality technology innovation refers to new and improved methods and tools used in the hospitality industry to improve efficiency, convenience, and customer satisfaction

This article aims to contribute to the conceptual debate on the key success factors of value innovation in entrepreneurship and presents innovation practices and processes that support value innovation in a business context.

This article examines the impact of Fintech technologies, automation processes, and the human factor on the efficiency of banking services. Based on the case of commercial banks in Uzbekistan, the study analyzes digital transformation processes and compares them with international practices. The findings indicate that Fintech automation, when combined with strong human capital, significantly increases service speed, accuracy, and customer satisfaction. The paper also proposes a “human–technology balance model” as a new conceptual approach to enhancing efficiency in the banking sector.

This article examines the critical role of team performance in achieving organizational success and sustaining competitive advantage. Drawing on multidisciplinary literature, the study conceptualizes team performance as a multidimensional construct encompassing task performance, teamwork and collaboration, adaptability, and contextual performance. The paper highlights how high-performing teams contribute to improved productivity, innovation, quality, efficiency, employee engagement, and customer satisfaction. It further explores key drivers and moderators of team effectiveness, including leadership styles, governance mechanisms, team composition, diversity, psychological safety, and collaboration processes. The research emphasizes the importance of systematic measurement and evaluation using multi-level performance metrics to capture task outputs, process effectiveness, team health, and organizational impact. The study contributes to both theory and practice by offering an integrated perspective on how effective teamwork drives organizational outcomes and provides guidance for managers seeking to optimize team-based structures.

This article examines the role and mechanisms of digital transformation in enhancing the effectiveness of marketing strategy implementation in distributor companies. In a dynamic market environment, traditional marketing methods are becoming increasingly inadequate. Technologies such as CRM systems, marketing automation, Big Data analytics, omnichannel communications, and digital logistics improve market visibility, optimize trade promotions, and enable personalized relationships with retailers. Distributors with strong digital capabilities outperform digitally weak counterparts in revenue growth, campaign ROI, and customer satisfaction. Investments in digital tools, workforce development, and collaborative platforms can modernize distribution practices, boost marketing efficiency, and strengthen competitiveness in emerging markets like Uzbekistan. The adoption of digital technologies shifts marketing strategies from being reactive to proactive and data-driven.