Kierunki kreacji marki i zmiany w zarządzaniu produktami bankowymi wobec tła gospodarczo-politycznego oraz oczekiwań klientów detalicznych
Directions of brand creation and changes in managing banking products (against an economic and political background and expectations of retail customers

Summary/Abstract: The author describes the basic elements of determining the nature of the activities associated with acquiring and maintaining customers of a retail bank. The most important factors determining the competitiveness of banks are presented against the background of the changes in economic and political situation in Poland. The results on the basis of the author’s research show the most important elements which affect the decisions of existing and potential customers of a bank. These studies should answer not only the questions of how to manage the bank, but should also show how crucial is drawing attention to human needs of bank customers. Furthermore, in the section summarizing the study is current changes in the Polish economy are described, which today can influence a real change in the policy of management of banking services. In the next few years political and economic changes could significantly redefine the method of acquiring a new customer, and ways of competing on the banking market.

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