The Aim of this thesis is to examine perception of the cashback system by customers in Slovakia as an innovative business model. In the theoretical part of the thesis, we dealt with the theoretical basis of solved problems. Innovations, classification of the innovations, methods to analyze customer attitudes towards innovations and cashback were defined. The main element of the whole thesis was cashback. Cashback means returning money from your purchase. In the next chapters, we set out the objective and methodology of the project. Next, we move into the practical part of the cashback perception of customers in Slovakia as an innovative business model. In this section, cashback systems and portals were characterized. The Kano model was used to perceive cashback systems by our customers. For customers, the cashback and portal system is attractive and interesting, but on the other hand, customers do not have enough information about it.