The Use of Linguistic Methods of Text Processing for the Individualization of the Bank’s Financial Serviсe

Abstract

The article deals with the application of morphological analysis of text processing to solve the problems of individualization of card services for bank customers. The level of interest in this linguistic tool in Ukraine and the world was determined using the Google Trends service. Based on a customer survey, a morphological analysis was conducted regarding personalizing the bank's card services. The results empirically determined the priority of forming loyalty programs, for example, a combination of criteria for choosing non-financial card product services and options for client settings. It is proposed to deepen the application of methods of using linguistic systems in the banking sphere through the introduction of the morphological analysis algorithm and automated decision-making products. A possible option for implementing a decision on the selection of card services through the DecisionMaking Helper program is presented, making it possible to speed up the data processing process and consider the client's individual needs more effectively.