Using multiple criteria decision making models for ranking customers of bank network based on loyalty properties in weighted RFM model

Abstract

One of the most basic requirements of financial institutes, governmental and private banks in the present age is to have a good understanding on customers' behaviors of bank network.It helps banks determine customer loyalty, which yields profit making for bank.On the other hand, it is important to know about credit risk of customers with the goal of decreasing loss and better allocation of bank resources to applicants of receiving loan.According to nature of customer loyalty discussion and credit risk, these two issues are separately studied.The present article deals with studying customer loyalty and prioritizing based one private bank in Kurdistan province.The proposed model of this paper studies customer loyalty by using Recency Frequency Monetary (RFM) factor for prioritizing customer based on loyalty properties and Technique for Order Preference by Similarity to Ideal Solution (TOPSIS).In addition, in order to calculate the relative importance coefficient or weight of loyalty properties in RFM method, the pair wise comparison matrix based on analytical hierarchy process (AHP) is used.Results show that in the present study, necessarily customers having higher average monetary value during a specified time period does not have much higher priority compared with other customers.

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