Abstract
This study attempts to pursue an adequate analytical determination of target market automatic teller machine user characteristics which can be used as strategic input to the marketing planning process. To this end, the Wright State University consumer panel was utilized to probe in detail both frequency and type of ATM use and specific user profiles using both Multiple Discriminate Analyses and Automatic Interaction Deduction. Further analysis was then used to develop user/non-user profiles and respondent discrimination in regard to preferences for potential ATM locations.
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© 2015 Academy of Marketing Science
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Dayan, Y., Dovel, T.D. (2015). Characteristics of Automatic Teller Machine users by Multivariate Analysis. In: Kothari, V. (eds) Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16946-0_2
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DOI: https://doi.org/10.1007/978-3-319-16946-0_2
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16945-3
Online ISBN: 978-3-319-16946-0
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