Role of individual customers in development of banking products in the context of open innovation concept and demand approach to innovations

The goal of the article is to identify the role of individual customers in implementation of improvements and innovative solutions in service-related banking products against the background of theoretical demands of the concept of open innovations and demand approach to innovations. It is assumed that banks use their customers as an external source of ideas while applying the open innovation models. In the case of mass segment they are mostly forums of ideas and task models based on communication on the Internet. In the segment of personal and private banking they apply prosumption. Secondary study in the form of critical analysis of literature and with the use of documentary research method is performed in the paper. The method of qualitative research – case study research that illustrates best practices is also applied.