A Value Platform Analysis Perspective on Customer Access Information Technology

38 Pages Posted: 15 Oct 2008

See all articles by Robert J. Kauffman

Robert J. Kauffman

Singapore Management University; Singapore Management University - School of Information Systems

Laura Lally

affiliation not provided to SSRN

Date Written: September 1993

Abstract

Customer access information technologies (CAITs) provide a link between afirm and its customers. Firms invest in CAITs to reduce costs, increase revenuesand market share, lock in existing customers and capture new ones. These benefits,however, are notoriously difficult to measure. This paper proposes an evaluativemethod for CAlT deployment called value platform analysis, that is based on aconceptual model drawn from the theory of retail outlet deployment in marketingscience. The model focuses on the impact of CAIT features and environmentalfeatures on transactions generated by the CAIT. Specific econometric models aredeveloped for deployment. Hypotheses regarding the likely impact of automatedteller machine (ATM) location design choices and environmental features on ATMtransactions are evaluated. The results indicate that there are a number of keyfeatures influencing ATM performance. Two distinct ATM deployment scenariosemerge: one for servicing a bank's own customers, and another for providingtransaction services for customers for a fee.

Keywords: Automated teller machines, customer access information technology, electronic banking, information technology, IT deployment, IT value, systems design, value platform analysis

Suggested Citation

Kauffman, Robert J. and Lally, Laura, A Value Platform Analysis Perspective on Customer Access Information Technology (September 1993). NYU Working Paper No. 2451/14258, Available at SSRN: https://ssrn.com/abstract=1284879

Robert J. Kauffman (Contact Author)

Singapore Management University ( email )

Li Ka Shing Library
70 Stamford Road
Singapore 178901, 178899
Singapore
65-6828-929 (Phone)

Singapore Management University - School of Information Systems ( email )

80 Stamford Road
Singapore, 178902
Singapore

Laura Lally

affiliation not provided to SSRN

No Address Available

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