Innovation Management Journal

Innovation Management Journal

Designing a customer classification model with emphasis on customer relationship factors in the banking industry

Document Type : Original Article

Authors
Balal Karimi 1
Afshar Bazyar 2
1 Associate Prof., Faculty of Mathematic, Islamic Azad university, West Tehran Branches, Tehran, Iran
2 department of industrial engineering- malek ashtar university- tehran-iran
10.22034/imj.2025.464546.2830
Abstract
The purpose of this article is to present a classification model of bank customers and to present the resulting solutions in order to deal with the category of customer relations in one of Sepeh Bank's integrated banks for 2019 and 2020.



This research is of an applied type and has a mixed research method. To collect data using data mining techniques, the research background was studied and a list of factors affecting the classification of bank customers was identified. In the next step, through interviews with banking experts, the classification variables in the bank under study were localized and finalized. The statistical population of the present study was banking industry experts, who were selected for interviews using a purposive sampling method, 15 experts. The CRISP-DM approach was used to cluster the identified factors, and finally 11 variables were selected for customer classification. After the classification variables were determined, in the next stage, information from 5,500 bank customers was collected for classification and the k-means clustering technique was used to analyze it. Initial clustering with 5 clusters showed that 98.5 percent of the data falls into one cluster and only 1.5 percent of the data falls into the other 4 clusters. Therefore customers in these 4 clusters are eliminated (as outliers) and customers (including 5,417 customers) are re-clustered into 12 clusters.
Keywords
Customer relationship
Ccustomer classification
Data mining
K-means
Subjects
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  • Receive Date 24 June 2024
  • Revise Date 18 February 2025
  • Accept Date 13 April 2025