retail banking market segmentation based on the expected benefits of bank mellat customers

goal of any enterprise is to be more efficient and gain morebenefits. market segmentation in most areas, particularly retail bankingindustry, is a strategic tool for optimum allocation of resources and as aresult achieving this objective. this study with the purpose of retailbanking market segmentation is based on the benefits expected. toaccomplish this goal, in addition to field studies through exploratoryinterviews with 43 costumers and staff experts in several banks, 166benefits have been extracted from the studies. through experts’questionnaire and distribution of pre-test to 60 persons, these benefitshave been reduced to 50 questions. after verifying the reliability andvalidity by winy cluster sampling method and cochran formula, thesample size has been determined up to 669. then through factor analysis,9 factors and through cluster analysis 4 parts have been found. the largestpart of the sector was identified as the third sector. in this section, suchfactors as employee and trust, convenience, ease of service, andtechnology are important distinctions. finally, in accordance with sectionbehavioral characteristics, appropriate marketing strategy has beenpresented.