دانلود ترجمه مقاله تحلیل تقسیم بندی مشتریان بر مبنای مولفه های ارزش مشتری

3. Discussion and Conclusion Not respecting to distinguish between customers lead to allocating recourses to all customers without considering returning on investigation. Thus it is so important and vital for firms to know different types of customers to make decision more profitability. This study provides new knowledge about ranking of a private bank customer based on their equity or in the other word CLV. Clustering customers into different groups not only leads to ranking customers based on customer equity parameters but also helps decision-makers identify market segments more clearly and thus develop more effective strategies based on transaction and product ownership data of customers. Customer lifetime value (CLV) has lots of application in marketing and CRM field. The marketing strategy could be summarized in 3 scopes in the bank: private banking, retail banking and corporate banking. In retail banking scope, the bank marketing department determined strategy plan which includes: evaluating of branches performance, ranking of bank customers, interviewing with gold customers, marketing the new products and services and etc. The result of this research could be used for all of the mentioned plans, because customer segmentation based on their value could be an appropriate measure in comparison of branches performance. In the other hand, ranking of customers based on their equity is one of the current research results, thus identifying the gold customer in retail banking scope is completely possible. Finally, for marketing the new products and services, marketing department should know which group of customer interest in which type of products and services, and so prediction of customer CLV rank based on customer products ownership that is the final result of the study, can provide a good insight for making decision in product and service design scope.