Developing a customer relationship model based on the competitive advantage of the Markov chain approach and customer classification using customer lifetime value (case study of Tejarat Bank)

The purpose of customer relationship management is to develop profitable customer relationships and increase company value. Based on this, this research identifies factors affecting competitive advantage. The current research is applied in terms of purpose and in terms of survey method with model development approach. The time frame of the research is five years (2016-2016). For this purpose, information on the indices of 33 factors affecting competitive advantage in Tejarat Bank were entered into Bayesian averaging models (BMA), (TVP-DMA) and (TVP -DMS) Based on the error rate, the BMA model had the highest accuracy. After estimating the model, 8 main variables were identified. which includes the long-term account balance; the amount of use of mobile bank; the amount of internet bank usage; real customers; legal clients; special or normality of the customer; The type of job and education. In the next step, customers are entered into the LRFM model and categorized based on these variables, finally, the effect of non-fragile variables in the Markov switching model on profitability was analyzed. The results indicated that the majority of the variables have a positive and significant effect on the level of profitability, and by moving from the high prosperity to the deep recession, the impact of the variables has increased. As a result, it can be said that profitability in the state of economic recession has a higher sensitivity to explanatory variables.