RELATIONSHIP MARKETING: CUSTOMER COMMITMENT AND TRUST AS A STRATEGY FOR CORPORATE BANKING SECTOR IN SRI LANKA

dc.contributor.authorAbeysekera, N.en_US
dc.contributor.authorHewawasam, B.en_US
dc.date.accessioned2014-11-19T04:50:39Z
dc.date.available2014-11-19T04:50:39Z
dc.date.issued2010
dc.description.abstractBanking 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.departmentInformation Sysytemsen_US
dc.identifier.urihttp://repository.kln.ac.lk/handle/123456789/4199
dc.subjectRelationship Marketingen_US
dc.subjectTrusten_US
dc.subjectCommitmenten_US
dc.subjectCorporate banking sectoren_US
dc.titleRELATIONSHIP MARKETING: CUSTOMER COMMITMENT AND TRUST AS A STRATEGY FOR CORPORATE BANKING SECTOR IN SRI LANKA
dc.typeconference_itemen_US

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