Rola personelu obsługi bezpośredniej w procesie współtworzenia wartości w bankowości detalicznej
The role of direct service personnel in the process of value co-creation in retail banking

Summary/Abstract: Rapid development of IT technology triggers important market changes. A growing number of bank interactions take place in the virtual reality. The paper presents a comparative study of the role of selected communication channels in retail banking in Poland. It answers the question whether in the era of dynamic growth of information society and growing popularity of electronic channels of communication the direct service bank personnel plays only a secondary role in the process of communicating the banks’ offer. The aim of the paper is also to identify similarities and differences in opinions of entities that are directly involved in the joint value creation process

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