Zastosowanie metody grupowania dwustopniowego w segmentacji klientów indywidualnych na rynku usług bankowych
Applying a Two Step Cluster method in the segmentation of individual customers for the banking services market

Summary/Abstract: Among the segmentation methods only few give a possibility to use both qualitative and quantitative variables as segmentation variables. Among the indicators describing the behaviour of customers on the banking market there are many valuable variables, measured on qualitative scales. In this article there are presented the results of segmentation conducted with the use of Two Step Cluster method that gives the possibility to combine in one set of segmentation variables both quantitative and qualitative ones.

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