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1 2024

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Determinants influencing the image of banks in the Polish banking system among Generation Z members

Grzyb Marta

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

2024

z. 198

145--163

Purpose: The purpose of this paper is to identify the factors that influence the image of banks in the Polish banking sector among members of Generation Z (Gen Zers) and assess the strength of their impact. Design/methodology/approach: The methods used to achieve this purpose included a literature review and a diagnostic survey with an original questionnaire. The study employed PAPI and CAWI techniques and targeted Gen Zers with accounts at commercial and/or cooperative banks in Poland. Findings: The study identified the determinants influencing the image of banks and assessed their impact on how Gen Zers perceive banks in Poland. The findings indicate that the factors with the greatest impact on the image of banks in the Polish banking sector are security, convenience and accessibility, and technologies and innovations. Research limitations/implications: Since the research part of the paper is based on a survey study, the findings are somewhat superficial. A significant limitation preventing these findings from being generalized globally is the scope of the study, which was conducted solely among customers of the Polish banking sector. Therefore, it would be beneficial to expand the research by conducting a qualitative study, and by including it customers of banks from other countries. Practical implications: By understanding the impact of the determinants influencing the perception of banks in the Polish banking sector among Gen Zers, those responsible for managing the bank's image will be better equipped to understand the needs and expectations of the youngest generation of banking service users. This, in turn, should lead to more effective management of the bank's image among a generation that currently makes up almost one-fourth of the Polish population. Originality/value: The paper is primarily aimed at individuals in managerial positions in commercial and cooperative banks within the Polish banking sector, as well as bank image specialists. The ranking of the determinants influencing the image of banks among Gen Zers, presented in the paper, partially fills the research gap by revealing the real needs and expectations of the youngest generation of bank customers.