فایل word بررسی و تعیین استراتژی های مدیریت ارتباط با مشتری در بانک ها و تقسیم بندی مشتریان
Arak andDetermining (CRM) Strategies for each SegmentAbstract:Meticulous recognition of customers, especially loyal and profitable ones andcustomer"s Relationship Management (CRM) to realize profitability have becomeand indispensable part of required accoutrements for finance and credit institutes,especially the banks. One approach applied to achieve this goal is usingsegmentation technique to analyze the customer"s behavior considering criterialike loyalty and profitability.Recency, Frequency Monetary (RFM) model is one of the most widely usedmodels for segmentation. RFM"s optimized model, weighted RFM is in thelimelight.This research is a case study conducted in 19 branches of Mellat bank inArak. In the first step, the variables of RFM model are extracted. In the next step,applying AHP technique, the weights of respective variables are gauged.Advancing the research, enjoying the k-means algorithm, customers are clusteredon the basis of weighted RFM. According to the results, seven c