Applying TwoStep Cluster Analysis for Identifying Bank Customers’ Profile

In this paper we analyze information about the customers of a bank, dividing them into three clusters, using SPSS TwoStep Cluster method. This method is perfect for our case study, because, compared to other classical clustering methods, TwoStep uses mixture data (both continuous and categorical variables) and it also finds the optimal number of clusters. TwoStep creates three customers’ profiles. The largest group contains skilled customers, whose purpose of the loan is education or business. The second group consists in persons with real estate, but mostly unemployed, which asked for a credit for retraining or for household goods. The third profile gathers people with unknown properties, who make a request for a car or a television and then for education. The benefit of the study is reinforcing the company’s profits by managing its clients more effectively.