Abstract Telemarketing has become a popular marketing tool. In a financial crisis, credit may contract in domestic and international markets, forcing banks to turn to customer deposits, including term deposits, as a source of additional funds. In addition, loans are a main source of income for banks. Therefore, a bank manager’s key responsibility is to attract term deposits and generate loans. Here direct marketing enables banks to reach customers who are likely to make deposits and take loans, so identifying such customer groups is a major challenge for banks. Using the proposed model, a bank manager can better conduct direct marketing campaigns and achieve greater customer satisfaction.