بخش‌بندی و تعیین نیمرخ مشتریان شعب بانک کشاورزی اهواز با استفاده از الگوریتم شبکه‌های عصبی خودسازمانده
محورهای موضوعی : مدیریت بازرگانی
مریم درویشی
1
(استادیار، گروه مدیریت بازرگانی، واحد امیدیه، دانشگاه آزاد اسلامی، امیدیه، ایران.)
کلید واژه: بخش‌بندی, نیمرخ مشتریان, بانک کشاورزی, الگوریتم شبکه‌های عصبی خودسازمانده.,
چکیده مقاله :
هدف از انجام این پژوهش، بخش‌بندی و تعیین نیمرخ مشتریان با استفاده ازالگوریتم شبکه‌های عصبی خودسازمانده (مورد مطالعه: مشتریان شعب بانک کشاورزی شهرستان اهواز) است. تحقیق حاضر در گروه روش‌های کمّی قرار می‌گیرد. روش پژوهش براساس هدف از نوع كاربردي و براساس چگـونگي جمـع‌آوري داده‌هـا توصـيفی (غيرآزمايشي) - پيمايشي و از نظر مکان نیز یک تحقیق میدانی است. جامعه آماری این تحقیق مشتریان بانک کشاورزی شهرستان اهواز می‌باشند. ازآنجایی‌که جامعه آماری این تحقیق نامحدود است، حجم نمونه بر اساس فرمول کوکران جامعه نامحدود، به تعداد 384 نفر تعیین شده است. ابزار پژوهش، پرسشنامه است. در این پژوهش روایی محتوا از طریق نظرخواهی از استاد راهنما و سایر اساتید صاحب نظر در قلمرو موضوعی این پژوهش صورت گرفت و پس از اعمال این نظرات در مورد محتوای پرسشنامه و رفع اشکالات موجود، پرسشنامه مور تأیید واقع شد. تجزیه و تحلیل داده‌ها به روش تحلیل شبکه عصبی SOM در نرم افزار MATLAB انجام شده است. پس از اجرای تحلیل داده‌ها، يافته‌هاي پژوهش به شناسايي پنج دستة متفاوت از مشتریان با ویژگی‌های رفتاری و جمعیت شناختی متفاوت شد. این 5 بخش عبارتند از: مشتریان کلان سنتی و ارزشمند، مشتریان طلایی، مشتریان کم ارزش، مشتریان الماسی وفادار و مشتریان خاص.
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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