Conceptualization and Examination of Success Factors in the Banking System

Banking competition has intensified in recent years, largely due to globalization, technological process and economic instability. The banking system in this context is supplied with considerable challenges, with customers’ characteristics, needs and desires consistent with the current environment (globalization, technological change and economic crisis). It is necessary to identify those features that contribute to the development of competitive advantage. In this sense, this paper shows the results of the analysis of success factors in the banking system. To obtain the results the following methods were used: in-depth questionnaire (for experts), questionnaire (for customers), observation of public information and experimentation by numerous visits conducted. These actions are taken in order to discover and define the characteristics of organizational behavior and clients. The results consist of capitalization and conceptualizing a framework for the features that will underpin the development strategies of the banking system in times of economic instability.