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ATM user attitudes: a neural network analysis

Fiona Davies (Cardiff Business School, University of Wales, Cardiff)
Luiz Moutinho (Cardiff Business School, University of Wales, Cardiff)
Bruce Curry (Cardiff Business School, University of Wales, Cardiff)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 April 1996


Shows how neural networks can bring together psychometric and econometric approaches to the measurement of attitudes and perceptions. Uses a neural network to analyse data collected from a sample of ATM users on their perceptions of ATM service. Uses the weights of connections from input nodes to hidden nodes to label the hidden nodes to represent particular respondent attitudes. Uses the network to analyse the impact of explanatory (input layer) variables on the hidden layer attributes, and through these on the endogenous (output layer) variables ‐ satisfaction with ATMs, likelihood of recommendation to others, extent and frequency of use. Defines four user types, characterized as “disaffected youth”, “technophobes”, the “pro‐technology” segment, and the “cost conscious” segment. Gives some ideas on how banks could address the needs of each segment.



Davies, F., Moutinho, L. and Curry, B. (1996), "ATM user attitudes: a neural network analysis", Marketing Intelligence & Planning, Vol. 14 No. 2, pp. 26-32.




Copyright © 1996, MCB UP Limited