Designing a Model for Increasing Sales in E-Marketing of Electronic Banking Services By Data Mining

In traditional and paper banking, due to the fact that people were provided with a paper, and touched paper, the trust element was built. But nowadays, with the presence of electronic banking, on the one hand, the Iranian society is not yet accustomed to it, and on the other hand, uncertainties about economic factors have caused bank customers to feel hesitant about investing. Uncertainty in the economy is one of the most important factors in the outflow of capital from banks and the loss of customer trust. The benefits of e-banking can be considered from two aspects: customers and financial institutions. From customers' point of view, we can mention cost savings, time savings and access to multiple channels for banking operations. From the perspective of financial institutions, we can name features such as creating and increasing the reputation of banks in providing innovation, retaining customers despite the spatial changes of banks, creating the premise to seek new customers in target markets, expanding the geographical scope of activities and establishing full competition situation. To compete more effectively in the world's competitive markets, banks need to have a better understanding of customers and the market. The banking industry in the world has undergone many changes in the way it operates. Leading banks use data mining tools to segment customers, validate customers to approve and grant banking facilities, anticipate debt default, marketing affairs, and identify fraudulent patterns. In this article, while referring to the discussion of uncertainty and its impact on customers, data mining techniques are expressed as a competitive advantage in customer satisfaction with electronic banking and banking services.