Banks in Poland in the Context of the Development of Communication Infrastructure in the Digital Economy

Agnieszka Budziewicz-Guzlecka and Mariusz Wozniakowski

European Research Studies Journal, 2024, vol. XXVII, issue 3, 1327-1340

Abstract: Purpose: The aim of this article is to attempt to identify the use of modern information and communication tools by banks operating in Poland. Design/Methodology/Approach: Banks were audited in two areas: the use of social media and modern technologies in banking access channels for customers. The study was carried out in October 2018 and repeated in April 2024. This gave the opportunity to observe changes in the scope of ICT solutions used by banks over 6 years. In order to eliminate errors in identifying the communication tools used by banks, each time the study was carried out by two auditors - the authors of this study. Additionally, a critical analysis of the literature was used. Findings: Banks operating in Poland actively use tools that fit into the concept of modern technologies. Polish banks are classified among the most innovative banks in the world. Practical Implications: To effectively build customer engagement, it is not enough to create holistic experiences through various channels, an individual approach and constant optimization of the actions taken are also necessary. The combination of the optichannel and omnichannel approach is the key to success, which can be achieved by using the right banking solutions. Originality/value: The article presents the results of own desk research. The issue presented has not previously been addressed in discussions published internationally.

Keywords: Digital transformation; virtual space; omnichannel; bank; social media; ICT. (search for similar items in EconPapers)
JEL-codes: G2 M3 O3 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:ers:journl:v:xxvii:y:2024:i:3:p:1327-1340

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