Pregled bibliografske jedinice broj: 614181
Segmentation in banking using self-organizing maps: A case study of business customers
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 (predavanje, međunarodna recenzija, cjeloviti rad (in extenso), znanstveni)
CROSBI ID: 614181 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Segmentation in banking using self-organizing maps: A case study of business customers
Autori
Juković, Sandro ; Pejić Bach, Mirjana ; Dumičić, Ksenija ; Šarlija, Nataša
Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni
Izvornik
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, 2012, 767-778
Skup
6th International Conference of the School of Economics and Business Beyond the Economic Crisis: Lessons Learned and Challenges Ahead
Mjesto i datum
Sarajevo, Bosna i Hercegovina, 12.10.2012. - 13.10.2012
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
Self-organizing maps; segmentation; banking; neural networks
Sažetak
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.
Izvorni jezik
Engleski
Znanstvena područja
Informacijske i komunikacijske znanosti
POVEZANOST RADA
Projekti:
067-0161711-2483 - Statističko modeliranje za povećanje konkurentnosti suvremenih organizacija (Dumičić, Ksenija, MZOS ) ( CroRIS)
067-1521781-2485 - Inteligentni sustavi kontrolinga, financija i računovodstva digitalnog poduzeća (Peić-Bach, Mirjana, MZOS ) ( CroRIS)
Ustanove:
Ekonomski fakultet, Zagreb