The paper analyses the topic of service system productivity and profitability. Main focus of the research is self-service area, namely, the increase of ATM network productivity. Paper presents performance evaluation of self-service systems and improvement model for its increasing profitability. This model combines internal and external quality criteria and provides detailed understanding of the main components of productivity evaluation and methods. Using the model it is possible to create evaluation and improvement tools for increasing productivity of self-service systems. Experimental result shows that using the developed productivity model, ANN method and optimization procedure, productivity of ATM cash management could be increased by approximately 33 percent.