A Value Platform Analysis Perspective on Customer Access Information Technology

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