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. The focus of this study is to contribute for better understanding of beneficiary customers expectations of banks going over to cashless activity. The beneficiary customers of Nordea bank have been studied. The results have shown...