Sri Lankan Financial Services Organizations and the Effectiveness of Relationship Marketing Strategies

Title: Sri Lankan Financial Services Organizations and the Effectiveness of Relationship Marketing Strategies
Author : P.Suthaharan
Year: 2008
Abstract : Relationship marketing has emerged as one of the dominant drivers in business strategy circles. There are various relationship strategies and techniques used by marketer to increase marketing effectiveness. This study focus on appraising whether those relationship strategies are successful in achieving required objective in Sri lankan financial services industry. The central concern is measuring the influence of both customer side factors and organization side factors on relationship marketing effectiveness. To represent customer side, relational factors and in the organization side internal marketing factors, information technology factors and market offering factors were taken into consideration. The objective of this study therefore is to determine the most influencing factor on relationship marketing effectiveness. The survey results revealed that there is strong influence from the customer side relational factors in determining the success of relationship marketing in the context of Sri lankan financial services industry.
Keywords: financial services, Relationship marketing, Services marketing, Customer Relationship Management, Relationship Tecniques.
Article Type: A Dissertation submitted to the Faculty of Management and Finance, University of Colombo, Colombo 3, Sri Lanka in partial fulfillment of the requirements for the degree of Bachelor of Business Administration (Marketing Management)
References: 29 references
Article URL : On request -haran5555@gmail.com