DETERMINANTS OF INNOVATION IN THE BANKING SECTOR – CUSTOMER'S PERSPECTIVE

Abstract

The article focuses on innovation and its importance for customers in the banking sector. The literature review and the results of own research prove that innovations in banking representing a technical, organizational and product form, and achieve varying degrees of interest and acceptance from customers. This aspect is important because, apart from technical feasibility and process suitability, customer opinions are crucial. Especially if, through innovation, managers strive to improve their market position and attract customers. The collected data indicate that innovations so far have limited importance in the decision to choose a bank, although it is a noticeable factor. Also resolute rejection of some innovations is disputable as to the causes and possibilities of changing the client's approach.