Abstract:

Banks have expanded their marketing activities to uphold their existing customers and gain new customers to accentuate their market share in the sector. This study aims to emphasize the importance of customer forecasting and investigate the factors that are effective in determining the number of customer forecasting. Machine learning, artificial neural networks, and support vector machines methods are used. The variables commonly used in the literature, such as number of branches, number of employees, total deposits, total loans, were selected to determine customer estimates by considering the monthly data of deposit banks in the Turkish banking sector for the period 2011-2020. As a result of the analysis, the number of customers estimates of deposit banks in Turkey was successfully obtained. In light of these estimates, it is thought that banks can facilitate the creation of targets for identifying target customers they aim to provide services to in the future.

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