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자기조직화 신경망과 계층적 군집화 기법(SONN-HC)을 이용한 인터넷 뱅킹의 고객세분화 모형구축

Customer Segmentation Model for Internet Banking using Self-organizing Neural Networks and Hierarchical Gustering Method

Abstract

This study proposes a model for customer segmentation using the psychological characteristics of Internet banking customers. The model was developed through two phased clustering method, called SONN-HC by integrating self-organizing neural networks (SONN) and hierarchical clustering (HC) method. We applied the SONN-HC method to internet banking customer segmentation and performed an empirical analysis with 845 cases. The results of our empirical analysis show the psychological characteristics of Internet banking customers have significant differences among four clusters of the customers created by SONN-HC. From these results, we found that the psychological characteristics of Internet banking customers had an important role of planning a strategy for customer segmentation in a financial institution.

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