The book includes eight essays by academic researchers and professors on the trends of banking services as well as one special report of a research project carried out by students of the Aalto University.
- The report based on the students' research project is an excellent summary of the future possibilities and challenges from the consumer's perspective in particular, says Professor of Marketing Jaakko Aspara, one of the book's editors.
- The report gives good examples of the various and often contradictory ways consumers view banking services. Some consumers want efficiency and automated services, whereas others favour extensive personal service in financial issues, says Jaakko Aspara.
The students' research report also visions four alternative scenarios that reflect the potential role of banks in the lives of consumers in the future.
Extra services and trends
In the other chapters of the book, scholars examine the role of banks as the promoter of consumers' financial skills, the attitude of consumers towards banks' personal communication and the elements constructing the reputation of banks in the social media.
- These chapters study the way banks can participate in enhancing the financial skills of young people, the future consumers. They also remind the reader of how the service experiences of users are the result of the combined effect of physical, personal and virtual encounters, says Research Director Risto Rajala, another editor of the book.
- In order to do well in the future, a banking service must succeed in combining these things.
In the chapters dealing with a wider perspective of the bank market, the writers examine several topical banking trends.
- These trends will shape future banking services and banking significantly with globalisation, digitalisation and service economy advancing in our society, say Jaakko Aspara and Risto Rajala.
The book is sponsored by Nordea and edited by Jaakko Aspara, Risto Rajala and Virpi Tuunainen from the Aalto University.
- Nordea celebrates its 150th anniversary this year. To mark the jubilee, we wanted to commission a study visioning what banking could be in the future. As the largest Nordic bank, Nordea wants to be in the frontline to develop new services, says Ville-Veikko Laukkanen, Head of Segment Household and Group Marketing Finland.
For further information:
Jaakko Aspara, Professor, Aalto University, tel +358 50 402 7065
Ville-Veikko Laukkanen, Segment Household and Group Marketing Finland, tel +358 9 165 88128