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Numerous changes from the economic and technological environment of financial institutions have led banks into innovating their products and services in order to adequately respond to new needs, i.e. the needs of new consumers, because together with the environment their needs and preferences are changed. Banks in Serbia according to the legislative framework have the possibility to perform various tasks. In practice, banks operating in Serbia offer certain groups of products and products that are difficult to differentiate. Today, with the aim of responding to the demand of more and more self-conscious consumers, the banks use the Internet or electronic banking as a modern channel for the distribution of banking services.

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The role of financial institutions from the aspect of innovated banking products and services as the reply of banks in Serbia to the changes in the environment