The purpose this study was segmentation of bank customer by expected benefits and attitudes and other words, banks try to their customers by identify group of person with need structures that are as homogeneous as possible within each group and significantly heterogeneous between groups.
Gaining this purpose, 400 questionnaires were gathered. Furthermore, for the estimation of the reliability of questionnaires, cronbach coefficient was computed at ./937. For the analysis of data, statistical approaches including factor analysis, cluster analysis and discriminate analysis were applied.
Principal components analysis revealed the 23 indexes to gather by using library studies, interview and questionnaire.
These indexes formed in 4 factor by factor analysis. Cluster analysis was then employed to divide the customers into 6 clusters. Discriminate analysis confirmed customers of sample correctly classified.