... segments and profiles within the mobile fintech services sphere, thus giving a nuanced understanding of customer behavior and preferences and generating practical recommendations for banks and other financial institutions. This study thereby sets the stage for further research and paves the way...

... of customer behavior and proposed marketing recommendations can be helpful for banks in devising segment-specific marketing strategies as they illustrate the dynamic behavior of customers over time. The obtained trends are visualized so that they can be easily interpreted and used by banks. This paper...