A new application of clustering for segmentation of banks’ e-payment services based on profitability

In todayʹs extremely competitive environment, customers are the most important asset of any business and success of any organization depends on loyal customer retention. Therefore, it is important to learn more about different groups of customers and propose appropriate plans to take care of them. Customer segmentation is one of the most common methods to analyze customer’s behavior. The market can be divided into several smaller homogeneous groups, which helps organizations deliver targeted marketing techniques and provides optimized techniques for resource allocation. This paper uses the information gathered from Point of Sales (POS) in one of Iranian private banks and using two methods of K-Means and Kohonen, customers are clustered into four segments to detect the most profitable customers.