كليدواژه :
تحليل عاملي , بخش بندي بازار , خدمات بانكي , خوشه بندي , مزاياي مورد انتظار
چكيده لاتين :
The main purpose of this study was the bank market segmentation or in other words,
dividing bank market into distinct groups of customers who might require separate
marketing mix. Gaining this purpose, 640 questionnaires were gathered. To
investigate the reliability of questionnaires, content and face validity approaches
were used. Furthermore, for the estimation of the reliability of questionnaires,
Cronbach coefficient was computed at 0.92. For the analysis of data, statistical
approaches including factor analysis, cluster analysis and chi-square test were
applied. Principal components analysis revealed the 61 bank choice criteria being in
the form of 9 factors, accounting for 65 percent of cumulative variance . Cluster
analysis was then employed to divide the customers into 3 clusters due to their
similarity of respondents to the main 9 factors. Moreover, chi square test showed
that the clusters, associated with educational levels, marital status, family income,
individual income and internet using rate, were different. As a result, rather than
trying to compete in an entire market, each bank must identify the parts of the
market to serve the best.
