DIFFUSION OF INNOVATION IN BANKING SERVICES: THE IMPACT OF STARTUPS OF SERVICES
Keywords:
Diffusion of Innovations, banking, Fintechs, services.Abstract
The exponential technological development perceived over the last decades has accelerated the democratization of the market in several segments, allowing easier launch of innovative products and services and easier access to the potential consumer market. This facilitation, in turn, culminated in the continuous development of new business models increasingly focused on generating differentiated value for the customer, and increasing the demands of the sectors directly and indirectly involved. A positive side effect observed, resulting from the high exposure of customers to these businesses, is an increase in the potential of adherence to innovations generated in the other services sectors with which customers relate. Thus, the present study seeks to evaluate how the these new players can have na impact on the segment of banking products, focusing on the universe of credit cards.
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