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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

Juković, Sandro ; Pejić Bach, Mirjana ; Dumičić, Ksenija ; Šarlija, Nataša Segmentation in banking using self-organizing maps: A case study of business customers // Conference Proceedings of 6th International Conference of the School of Economics and Business Beyond the Economic Crisis: Lessons Learned and Challenges Ahead / Mehić, Eldin (ur.). Sarajevo: Ekonomski fakultet Univerziteta u Sarajevu, 2012. str. 767-778

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.

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objavljeno

Podaci o matičnoj publikaciji

Conference Proceedings of 6th International Conference of the School of Economics and Business Beyond the Economic Crisis: Lessons Learned and Challenges Ahead

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

Povezanost rada

Informacijske i komunikacijske znanosti