| Abstract: | This article reports a study of the differences between ATM cardholders and nonholders in terms of demographic, attitudinal, social, computer-related product experience characteristics. The findings reveal differences between cardholders and nonholders which can be useful in the refinement of banks' marketing strategies for ATM.William R. Swinyard, a visiting faculty member at National University of Singapore when this research was conducted, is a Professor of Business Management at Brigham Young University, Provo, Utah, USA. Leow Ger Ghee is a B.B.A (Honours) graduate of the National University of Singapore. |
