Segmenting Customers of Bushehr’s Meli Bank Branches by Using LRFM Model and Presenting Effective Methods to Manage Communication with Them

Segmentation is one of discussion in the communication management area with customers. This study aims to use appropriate model to customers’ segmentation based on indexes such as communication length, purchasing novelty, purchasing frequency, and financial value. In this research, K- mean has been used. The customers offirst cluster in purchasing frequency and the length of connection with customers and purchasing novelty and financial value indexes have a mean less than average level of whole customers of second cluster in communication length to customers and purchasing novelty and financial value indexes have a mean more than average level of whole customers and in purchasing frequency index have a mean less than the average level of customers. And customers of third cluster in financial value have a mean more than average level of all customers and in communication length to customers and purchasing novelty and purchasing frequency indexes have a mean less than average level of whole customers of fourth cluster in connection length to customers and purchasing frequency have a mean more than average level of whole customers and in purchasing novelty and financial value have a mean less than average level of whole customers. To appropriate manage of customers; Managers should take essential strategies according to any cluster and customers.

کلیدواژه ها:

Communication Length to Customers ، Purchasing Novelty ، Financial Value ، Communication Management to Customers ، Customers Clustering