RELATIONSHIP MARKETING: CUSTOMER COMMITMENT AND TRUST AS A STRATEGY FOR CORPORATE BANKING SECTOR IN SRI LANKA
dc.contributor.author | Abeysekera, N. | en_US |
dc.contributor.author | Hewawasam, B. | en_US |
dc.date.accessioned | 2014-11-19T04:50:39Z | |
dc.date.available | 2014-11-19T04:50:39Z | |
dc.date.issued | 2010 | |
dc.description.abstract | Banking sector can be considered as main recipient in recent economic downturn. There is a need for better strategies in this sector. As a result of the continuing movement towards deregulation and the associated increase in competition, establishing a long-term institutional relationship with corporate clients becomes of great importance to the banks in order to gain a moderate or greater share of the financial market and of a corporation?s business. In effect, because the bank provides its corporate client with additional facilitating and supporting services, the demand for banking products and services by a partnership relationship client will be less sensitive to price than is the demand by a shortterm, non-relationship customer. This study examines the commitment-trust dimension of the relationship marketing paradigm in Sri Lankan?s corporate banking sector. Random sample method has been used with questionnaire. The findings show that the marketing strategy and a long-term marketing orientation were positively correlated with customer commitment and trust. And To continue to be successful in the corporate sector, banks must invest in the long-term relationship marketing activities. | en_US |
dc.identifier.department | Information Sysytems | en_US |
dc.identifier.uri | http://repository.kln.ac.lk/handle/123456789/4199 | |
dc.subject | Relationship Marketing | en_US |
dc.subject | Trust | en_US |
dc.subject | Commitment | en_US |
dc.subject | Corporate banking sector | en_US |
dc.title | RELATIONSHIP MARKETING: CUSTOMER COMMITMENT AND TRUST AS A STRATEGY FOR CORPORATE BANKING SECTOR IN SRI LANKA | |
dc.type | conference_item | en_US |
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