Estimating the Profit Function of Bank Customers Using Customer Lifetime Value

One of the major problems of the banking system in recent years is the creation of non-current claims. In fact, a bank's operating profit, which includes the profit received for granting facilities to customers, cannot be realized due to the creation of bank claims, and the circulation of money and facilities becomes stagnant. Therefore, in order to adjust bank claims in the future and, considering interest rates, to estimate the profit function of bank customers using the customer lifetime value improved with Markov chain, the researchers present a model. Since there are eight different types of facilities for customers in the researched branches of Mellat Bank, information was obtained separately for each of these facilities, including the profit and customers’ claims, and for each loan a function was obtained. As such, each of these facilities had a specific function and a specific profit and loss for the bank. After obtaining the profit and loss of each one, for validation purposes, the researchers compared them with the previously obtained, as well as settled, facilities and analyzed the results.