Segmentation in banking using self-organizing maps: A case study of business customers (CROSBI ID 593873)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Juković, Sandro ; Pejić Bach, Mirjana ; Dumičić, Ksenija ; Šarlija, Nataša
engleski
Segmentation in banking using self-organizing maps: A case study of business customers
The aim of this paper is to present the theoretical basis of SOM and to show its application in the field of market segmentation. The paper explains the SOM-Ward algorithm which is implemented in software Viscovery SOMine. Data set for this research is consisted of banks’ business customers of several banks in Croatia. The cluster analysis using the SOMine software is applied. Segmentation of business customers of banks in Croatia is presented after determining the segmentation criteria based on behavioral, demographic, personal, operational, situational, and criteria related to the purchase of certain services. The results of the analysis are presented and interpreted as three segments. Aforementioned segments differ with respect to the attributes of the foreign trade operations (import/export), annual income, origin of capital, the views on the loan selection, hiring plans, etc. Analyzed segments can be used by banks for deciding whether to take further marketing activities and in which direction.
Self-organizing maps; segmentation; banking; neural networks
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Podaci o prilogu
767-778.
2012.
objavljeno
Podaci o matičnoj publikaciji
Mehić, Eldin
Sarajevo: Ekonomski fakultet Univerziteta u Sarajevu
Podaci o skupu
6th International Conference of the School of Economics and Business "Beyond the Economic Crisis: Lessons Learned and Challenges Ahead"
predavanje
12.10.2012-13.10.2012
Sarajevo, Bosna i Hercegovina