ATM surcharging: Finding the optimal price point

ATM surcharging: Finding the optimal price point

To find the optimal automated teller machine (ATM) price point for surcharging, first consider your objectives. Are you mainly seeking to maximize revenue? Or is member satisfaction and convenience your main focus? Then identify other factors affecting your surcharge strategy, such as: 1. competitor...

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Veröffentlicht in:Credit Union Executive Journal 2000-09, Vol.40 (5), p.6
Hauptverfasser: Hayes, Tony, Wang, June
Format: Artikel
Sprache:eng
Schlagworte:
ATM
Automated teller machine networks
Automated teller machines
Bank service charges
Banking industry
Brand image
Competition
Credit unions
Elasticity of demand
Fees & charges
Financial institutions
Guidelines
Point of sale
Price elasticity
Statistical data
Surcharges
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Beschreibung
Zusammenfassung:To find the optimal automated teller machine (ATM) price point for surcharging, first consider your objectives. Are you mainly seeking to maximize revenue? Or is member satisfaction and convenience your main focus? Then identify other factors affecting your surcharge strategy, such as: 1. competitor's surcharges, 2. availability of alternative payments, 3. brand strategy, and 4. consumers other sources of cash.
ISSN:1098-0113