INNOVATIONS OF RETAIL BANKS - EXPRESSION OF RELATIONSHIP MARKETING OR PRODUCT ORIENTATION?

Abstract

The goal of the paper is to identify innovative solutions implemented by retail banks in the context of assumptions of paradigm of relationships and features of product orientation. The paper is based on the analysis of the literature of the subject, and it applies documentation method including analysis of secondary sources concerning the studied sector, as well as qualitative case research of several banks that implement particularly active innovative policy. Thanks to conducted research it is ascertained that banks aim at providing customers with a broad scope of benefits while applying, for this purpose, active innovative policy and offer individualisation, frequently on the basis of new technologies. Even if it is convergent with the assumptions of the paradigm of relationships, it should be indicated that some banking products are based on advanced solutions that may surpass real market demands. In this case such operations are closer to implementation of assumptions of product orientation.