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Generations on New Technologies in Retail Banking in the Context of Knowledge Economy

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  • Małgorzata Kieżel

    (Department of Marketing Management and Tourism, University of Economics in Katowice, Katowice, Poland)

  • Magdalena Stefańska

    (Department of Marketing Strategies, Poznań University of Economics and Business, Poznań, Poland)

Abstract

Together with development of innovative technology, retail banks increasingly and more frequently apply it to create and provide customers value. Such trends are justified in the article, considering the development of information society as well as progressing diversity in customers' preferences. The differences are increasingly stronger, especially if consumers' age representing different generations. The purpose of the article is to identify and evaluate the scope of use of retail banking products based on innovative technologies by customers in total, and while taking into account belonging to three various generations. According to the results of the research, security, lower price and growth of the comfort of use are the key factors to encourage the customers to use innovative solutions in banking. The most important barriers in that area are the costs that occur together with products based on advanced technologies and perceived risk of using unknown earlier services. However, acceptance of technologically advanced products by a wide range of customers depends on generation.

Suggested Citation

  • Małgorzata Kieżel & Magdalena Stefańska, 2019. "Generations on New Technologies in Retail Banking in the Context of Knowledge Economy," International Journal of E-Services and Mobile Applications (IJESMA), IGI Global Scientific Publishing, vol. 11(3), pages 19-33, July.
    • Handle: RePEc:igg:jesma0:v:11:y:2019:i:3:p:19-33
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