| dc.description | Challenger banks are start-ups that represent an innovative and fully digitalized banking model based on the use of cutting-edge technology, the absence of physical stores and the simplification of customer service. In the last 5 years, these banks have marked remarkable growth in the USA and in the European area, including Greece, as evidenced by the dynamic presence of N26 in the country. The aim of this thesis is to investigate the views of the Greek public on challenger banks, in order to highlight their development potential in Greece. To achieve this goal, 212 consumers were surveyed using a closed-ended questionnaire. According to the research results, the degree of familiarity of Greek consumers with challenger banks is currently quite limited. However, multiple benefits are recognized from their operation, which mainly concern the ease of opening an account and the low or zero financial burdens. The most significant perceived disadvantage was their weak brand name, an element in which traditional banks predominate. It was also found that the willingness of consumers in Greece to open an account at a challenger bank is moderate at the moment; however, it is higher for individuals who have a high degree of familiarity with modern banking technologies, men, consumers of higher education and above 38 years old. Finally, an important finding of the study is that the majority of respondents believe that challenger banks have significant growth opportunities in Greece. In conclusion, challenger banks have a significant growth potential in the country, which is strengthened by the growing penetration of electronic banking technologies, the possible dissatisfaction with traditional banks and the country's oligopolistic banking system. | en_UK |
