Segmenting and Determining the Profile of Customers of Ahvaz Agricultural Bank Branches using a Self-Organizing Neural Network Algorithm

Subject Areas : Business Management

Maryam  Darvishi ¹ (1. Assistant Professor, Department of Business Management, Omidiyeh Branch, Islamic Azad University, Omidiyeh, Iran.)

Received: 2023-12-08 Accepted : 2024-03-16 Published : 2024-03-17

Keywords: Segmentation, Customer Profile, Agricultural Bank, Self-organizing Neural Network Algorithm. ,

Abstract :

The purpose of this research is to segment and determine the profile of customers using a self-organizing neural network algorithm (case study: customers of branches of Agricultural Bank of Ahvaz). The present research is included in the group of quantitative methods. The research method is based on the purpose of the applied type and the method of collecting descriptive (non-experimental) data - survey, and in terms of location, it is field research. The statistical population of this research is the customers of Ahvaz Agricultural Bank. Since the statistical population of this research is unlimited, the sample size is determined to be 384 people based on Cochran's unlimited population formula. The research tool is a questionnaire. In this research, content validity was done by asking the supervisor and other professors who have opinions on the subject area of this research. After applying these opinions on the questionnaire's content and solving the existing problems, Moore's questionnaire was approved. Data analysis was done by SOM neural network analysis method in MATLAB software. After the implementation of data analysis, the findings of the research identified five different categories of customers with different behavioral and demographic characteristics. These 5 segments are largely traditional and valuable customers, golden customers, low-value customers, loyal diamond customers, and special customers.

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