Individual Customers Towards Technological Changes in the Financial Sector in German Speaking Countries: an Empirical Study
Individual Customers Towards Technological Changes in the Financial Sector in German Speaking Countries: an Empirical Study

Summary/Abstract: Nowadays the widespread use of free-of-charge information and communication technologies (ICT) make some products more accessible in the financial sector. Thus, current and prospective customers are given new tools to share information and to rate financial offers. However, there are noticeable differences in how consumers adapt to ICT. The main aim of the paper is to indicate changes in customer preferences with regard to the aforementioned sector of the economy. The study emphasizes the major advantages and disadvantages of traditional and modern tools, as perceived by clients. The centerpiece of the article is based on the authors’ empirical research focused on some new challenges faced by financial institutions, which occur in a dynamic market environment. The survey draws on a sample of 4034 bank customers. While transparency and loyalty are still recognized by clients as the major attributes of banks, the paper shows that present clients become much more critical and demanding. They prefer a customized offer.

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