A propriedade intelectual e a inovação nos serviços digitais das instituições bancárias

Abstract

The evolution of technology and fierce competition have led traditional commercial banks to reinvent their practices to compete with the new generation of banks – the digital ones. Digital services have been gaining ground in the financial market and more and more followers. Thus, the problem of this study was to understand how banks are developing and investing in technological innovations to improve services considering the perception of customers and aspects related to Intellectual Property. The survey observed how banks in Brazil develop their research and technologies aimed at security, service and digital solutions for customers and what protection measures are taken when the subject is Intellectual Property. The meth- odological procedure was based on applied research with a quali-quantitative approach, from the conceptual basis used on the subject and the interpretation of data obtained in the research with banking institutions and bank customers in the Metropolitan Region of Salvador. As a data collection instrument, questionnaires were applied and, as results, analyzes of applied research were presented, including the understanding of Intellectual Property within the con- text of the development of the banks' digital services. The survey found that investment in new technologies, with a focus on customer safety, personalized services and cost reduction, promotes digital inclusion and growth in the use of Digital Channels. Keywords: digital services; technological innovations; banking institutions; financial services; Intellectual Property.