Earticle

초록

영어

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.

목차

I. 서론
 II. 인터넷 뱅킹의 사용자 특성에 관한 연구
 III. 금융고객에 대한 고객세분화 연구
 IV. 연구모형
  4.1 자기조직화 신경망(Self-organizing Neural Networks : SONN)
  4.2 통계적 군집화 기법
  4.3 자기조직화 신경망과 통계적 군집기법을 이용한 다중 군집화 기법
 V. 실증분석 및 결과
 VI. 결론
 참고문헌

저자

• 신택수 [ Taeksoo Shin | 연세대학교 원주캠퍼스 경영학부 조교수 ]
• 홍태호 [ Taeho Hong | 부산대학교 경영학부 조교수 ]

참고문헌