This paper aims to analyse and examine consumer behaviour based on different variables (age, gender, level of education, income, customer care, delivery time), and the impact of those variables on consumer satisfaction on domestic and foreign online services in Kosovo. The data represented in the paper have been collected on 2017 and 2019. The majority of demographic variables (except gender and income) as independent variables have shown to be significant in explaining consumer satisfaction from online services. On the contrary, the level of customers’ gender and income have shown to be statistically insignificant (p=0.143 and p=0.264 respectively; where α=5%). In addition, income has shifted from being insignificant in 2017 to significant in 2019. It can be inferred that the strongest correlation has shifted towards the price level of the 4 P’s of Marketing with total customer satisfaction from online services (r=.996), followed by customer care (r=.990).

New products and their development are of vital importance to all organizations, in particular, it is of great importance to banks, whose existence depends heavily on the new products they launch on the market. This paper analyzes the development of new products in the most profitable sector of the Kosovar economy — the banking sector. This paper is based on the research of Hasani and Beqaj (2021) and Harz et al. (2022). Therefore, theoretical and empirical evidence enable the elaboration of this topic more easily and better. The statistical methods that were used to derive the results of 37 respondents (bank workers) and 387 respondents (bank clients) are Kaiser–Meyer–Olkin (KMO) and Bartlett’s tests, correlations, and multiple linear regression. The relevance of this research lies in the fact that it has addressed a very current topic that made Kosovar banks very competitive in a dynamic market. The main recommendation of this paper is that Kosovar commercial banks should create an interstructural communication plan that consists of obtaining updated and accurate information about customer preferences.