Perceived Attributes of ATMs and Their Marketing Implications

Abstract

Most retail banking research has explored ATM usage entirely from the viewpoint of consumers′ demographics. Examines ATM usage patterns on the basis of consumers′ perceptions of the attributes of this innovation. Seeks to determine the association between consumer ATM usage patterns and their perceptions of ATM attributes by identifying those variables which distinguish users and non‐users. The results based on a survey of 630 retail banking consumers from two separate Australian banking institutions – a bank and a credit union – suggest that ATM users from both institutions differed quite significantly from non‐users in their perceptions of at least three ATM attributes; convenience, reliability, and suitability. Furthermore, the results indicate that most users perceive ATMs as mere cash dispensers. Successful marketing strategies must focus on the most important attributes of ATMs as well as identify different user groups and develop strategies to maximize their patronage.

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