The study of applying data mining techniques to bank customer segmentation

• Main Authors: LIANG YUNG CHIA, 梁永嘉
• Other Authors: 翁頌舜
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/62392551821245003835

碩士 === 輔仁大學 === 資訊管理學系 === 96 === It has become very competitive due to financial market “opening” in the business. In order to keep the share of the market, the banker constantly develops various promotion strategies, for example, raising the interest rate of the deposit, reducing the rate of the loans and credit cards, remitting the service charge of the funds and transferring fee. However, these ways increase costs and limit the revenues. Therefore, the bankers are emphasizing the limited resources on important customers. According to this study, the customers that bring profit generally over 2,219 dollars are the targets of bank. So this study is focusing on the behavior of important customers with a real case, and it also develops prediction based on decision tree, association rule analysis and sequence clusteringing. In the meantime, this study shows that customers having house loans demands and female customers with age less than thirty-three years old are the vital customers of the bank. The results of this study can help the bank solve the difficulties of marketing, and then find out new customers with higher contribution. Therefore, according to the results and analyses, bankers could increase competition and customers’ loyalty by providing different services.