As a finance house, role of the bank is very dominant in economic matters. Almost all the economy activities of society require a bank with their credit facilities. How very dominant the distribution of bank credit, until many experts had a notion that none of these business efforts in this world is free from credit. PT. Bank X is one of the public banks that serve customer in their credit necessity. In the implementation activity of house ownership credit that done all this time by Bank X, many credit that have been gave, but not return in schedule. In other words credit troubles already occur. And that will cause a bad impact to PT. Bank X.
To contend that situation a segmentation research is done with CHAID analysis. CHAID analysis will provide a diagram that resemble with diagram of tree decision that prepare the information about relationship level between variable dependent toward variable independent and information about segment characteristic. CHAID analysis can handle variable independent. In the case of PT. Bank X at Jakarta, CHAID analysis is use to make customer segmentation based on customer’s credit status as variable dependent and customer’s characteristic demographist data as variable independent. That from 8 variable independent, that is, age, occupation, education, gender, income, burden, and credit’s epoch after being test by Chi Square test, variable independent that significant with variable dependent that is credit sector are variable independent income, occupation, education, and burden.
After the segments are set then Bank. X can determine next customer target based on the criteria of market target. The poll of this segment is done by giving integrity of interest level to each criterion or to each segment toward criteria. This integrity determining is done with AHP calculation. From that calculation then obtain to know which segment that has the highest integrity that can be use as next customer target. |