The purpose of this study is to provide a method for customer segmentation of a private bank in Shiraz based on the RFM model in the face of uncertainty about customer data. In the proposed framework of this study, first, the values of RFM model indicators including e
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The purpose of this study is to provide a method for customer segmentation of a private bank in Shiraz based on the RFM model in the face of uncertainty about customer data. In the proposed framework of this study, first, the values of RFM model indicators including exchange novelty (R), number of exchanges (F) and monetary value of exchange (M) were extracted from the customer database and preprocessed. Given the breadth of the data, it is not possible to determine the exact number to determine whether the customer is good or bad; Therefore, to eliminate this uncertainty, the gray number theory was used, which considers the customer's situation as a range. In this way, using a different method, the bank's customers were segmented, which according to the results, customers were divided into three main sections or clusters as good, normal and bad customers. After validating the clusters using Don and Davis Boldin indicators, customer characteristics in each sector were identified and at the end, suggestions were made to improve the customer relationship management system.
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