Bank Customer Segmentation: the Case of CEE Countries

Purpose. The purpose of the present paper is to analyze the opportunities for segmentation of bank customers at the banks in Central and Eastern European EU countries. To achieve results of the present research, the authors have conducted quantitative (descriptive and experimental) and qualitative (content) analysis of 1) scientific literature on customer segmentation criteria and the main types of customer segmentation; 2) the evaluation of profit potential of bank customer segments in CEE states on the basis of publicly available information and bank annual reports