Change search
ReferencesLink to record
Permanent link

Direct link
Customers' Expectations of Banks Becoming Cashless: - How could banks meet customers' expectations when changing from cash services to deeper customer relationship?
Umeå University, Faculty of Social Sciences, Umeå School of Business.
2009 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The organizational change of banks into cashless banking is becoming quite common. Technological development, competition and changing attitudes of customers towards cash services offered force banks to shift their activity towards advice based approach. However, when changing to cashless activity banks undertake a change which directly impacts on their customers. Hence, in this research I try to answer the following question:


How could banks meet customers’ expectations when changing from cash services to deeper customer relationship?


The main purpose of this study is to contribute for better understanding of beneficiary customers’ expectations of banks going over to cashless activity. In order to fulfill the main purpose two studies are conducted. The first study is of preparatory nature based on the qualitative research through the semi-structured interviews. Based on the findings of the semi-structured interviews the theoretical framework, subdivided into bank and customer related theories, has been revised and hypotheses have been created for further study. The second study was conducted through the quantitative survey where 500 questionnaires have been sent to randomly chosen participants.


The survey findings have been analyzed statistically in order to test the hypotheses. Furthermore, analyses and suggestions for the bank (assigner of this case study) have been made in light of the theories related to both customer and bank.


The results have shown that customers react positively to some organizational changes such as limitation of cash services and their complete removal to another office. Furthermore, it has been shown that customers do not possess good knowledge about the changes even the one that was already implemented. Moreover, the results have shown that customers require information at least one month before the change is implemented. A large part of the customers would like to receive the information via letter sent per post. Regarding the limitation of cash services customers of all ages have expressed their worries and suggested to extend open hours until 6 p.m. at least during one day. With regard to the complete transformation of the bank into cashless activity, customers reacted mainly negative. However, it has been shown that only over 7% would be affected by this change to the extent where they would consider changing the bank.


Keywords: “cashless bank/ing”, “changing from cash services to deeper customer relationship”, “meet customers’ expectations of banks becoming cashless”, “organizational change”, “beneficiary customers”.

Place, publisher, year, edition, pages
2009. , 97 p.
URN: urn:nbn:se:umu:diva-23153OAI: diva2:220556

Available from: 2009-06-02 Created: 2009-06-01 Last updated: 2009-06-02Bibliographically approved

Open Access in DiVA

fulltext(1378 kB)3252 downloads
File information
File name FULLTEXT01.pdfFile size 1378 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Alinvi, Fatima
By organisation
Umeå School of Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 3252 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 551 hits
ReferencesLink to record
Permanent link

Direct link