Examining the Nature of Customer Relationship Marketing in the Case Study of Commercials Bank – Sri Lanka

Examining the Nature of Customer Relationship Marketing in the Case Study of Commercials Bank – Sri Lanka

Dr. S.Sivesan

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Examining the Nature of Customer Relationship Marketing in the Case Study of Commercials Bank – Sri Lanka

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Abstract

Customer relationship marketing is the core customer centric business strategy that aims at winning and keeping profitable customers. This study investigates the determinants of customer relationship marketing in banking industry with 502 respondents. For this paper a quantitative approach has been used. Primary and secondary data were used to conduct the study. To draw the valid conclusion and test them empirically, sophisticated statistical model as Exploratory Factor Analysis (EFA) has been used. To further determine the reliability of the data, Kaiser-Meyer_olkin (KMO) and Bartlett Test of sphericity were determined. The study reveals that four factors have been extracted from the analysis that together accounted 54.893% of the total variance. These factors were categorized as convenient opportunism, information sharing, completeness and desire.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Dr. S.Sivesan. 2018. \u201cExamining the Nature of Customer Relationship Marketing in the Case Study of Commercials Bank – Sri Lanka\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 18 (GJMBR Volume 18 Issue E6): .

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GJMBR Volume 18 Issue E6
Pg. 13- 18

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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Classification

GJMBR-E Classification: JEL Code: M39, M30

Submission ReceivedDecember 12, 2017
Peer Review Double Blind
Handling Editor
Accepted January 2, 2018
Published January 15, 2018

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v1.2

Issue date

September 19, 2018

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Article Matrices

Total Score: 106

Country: Sri Lanka

Subject: Global Journal of Management and Business Research - E: Marketing

Authors: Dr. S.Sivesan (PhD/Dr. count: 1)

View Count (all-time): 138

Total Views (Real + Logic): 2971

Total Downloads (simulated): 1577

Publish Date: 2018 09, Wed

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Total Views: 2971

Total Downloads: 1577

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