Abstract: Model for long-term success, every industry, including banking, is beginning to see innovation as a key to long-term sustainability by driving system change. This research examines the traditional banking business in Indonesia. The study's overarching goal is to learn more about sustainable business models in the service sector, with a focus on banking, and how client attractiveness and the adoption of these models by banks affect one another. This research employed a mixed-methods approach with an exploratory focus, beginning with qualitative analysis (literature review, field observations, and semi-structured interviews) and concluding with quantitative analysis. The research concluded with the creation and verification of eight viable banking business models. Customers are more fond of the approaches that include "encouraging sufficiency," "adopting a management role," or "replacing with a digital process.". "Encouraging sufficiency" is one of the approaches that stands out as being at odds with present corporate practices.

Keywords: Sustainability, Innovation, Banking, Sustainable, Green banking, Banking business models, Mixed-methods research

Pages: 664-682