Paper Information

Title: 

BANKING SERVICES MARKETING BASED ON CUSTOMER VALUATION

Type: POSTER
Author(s): MOEINI ALI,BEHRAD MEHR N.,AHRARI MAHDI,KHADEM SHARIAT S.
 
 
 
Name of Seminar: INTERNATIONAL CONFERENCE ON BANKING SERVICES MARKETING
Type of Seminar:  CONFERENCE
Sponsor: 
Date:  2009Volume 1
 
 
Abstract: 

In this research the important role of customer relationship management and banking services marketing for increasing customer value have been investigated. Identifying and segmenting different types of customers and their interests on one hand, and segmenting different kinds of banking services on the other hand, help us to design an appropriate pattern which provides each customer with individualized services. So the necessity of customer value calculation has been improved. Because GMDH neural network is the most efficient, we use this method to modeling the data. In order to design the pattern, demographic and financial variables are used as the neural network inputs. Results reveal that financial variables are more effective on customer value than demographic variables. Also some variables such as “customer ranking” and “the average amount of accounts” have serious effect on estimations. “Age”, “marital”, “customer group” and “the account type”, among the demographic variables, have different impact on customer value. Hence, according to the prediction pattern we have classified bank customers into four major profitable groups of customers including excellent, good, moderate and potential customers, and then based on customers-value, brief strategies have been proposed.

 
Keyword(s): CUSTOMER RELATIONSHIP MANAGEMENT, BANKING SERVICES MARKETING, CUSTOMER LIFETIME VALUE, GMDH NEURAL NETWORK
 
Yearly Visit 39   tarjomyar
 
Latest on Blog
Enter SID Blog