Segmentation of Target Customers Based on Factors Affecting Customer Engagment

The purpose of this study is to provide a model to identify target customers based on their engagemention in Sepah Bank. For this purpose, customers of Sepah Bank, Tehran Branches were selected as the statistical population and 880 customers engagemented in the research by completing a questionnaire. Available sampling method was used to select the statistical sample. To analyze the data, the decision tree technique, which is one of the most important data mining techniques, and SPSS Modeler software were used to model the effective factors of value creation for the bank based on customer engagemention (high and low engagemention). Findings showed that the life cycle of the customer relationship (in the stages of recognizing or developing or maintaining the relationship), high perceived emotional value, a relationship model in the style of collective sharing or matching equity and pricing and long-term customer banking are factors Effective in generating high customer engagemention. In contrast, the customer being in the stage of reducing the life cycle of the customer relationship has been one of the most important reasons for low engagemention in the statistical population. This research helps business executives identify key customer engagement points and use it in affiliate marketing.