Multichannel Distribution in the Process of Delivering Value for Banks' Customers

The Polish banking market if thought to be one of the most dynamic developing in Europe. Its characteristic features are high competitiveness and innovativeness. Concurrently, banks and credit institutions dealing on this market are assessed as stable and, in general, have no problem with fulfilling new regulatory requirements. Polish customers' openness for novelties and their usage of new technologies in various fields result in the change of their expectations concerning banks and other financial products' suppliers. Contemporary, delivering value for customers means not only understanding customers' needs but also following their preferences on a place and time when they use them. The purpose of the paper is to present the changes in the way of delivering value for banks' customers. The paper describes the importance of the value creation ability for building and maintaining competitive advantage, characterises distribution channels used today for delivering those values, presents prerequisites and forecasts of multichannel distribution's development on banking market.