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Exploring the impact of CRM strategies on customer loyalty: With special reference to state-owned commercial banks in Sri Lanka

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dc.title Exploring the impact of CRM strategies on customer loyalty: With special reference to state-owned commercial banks in Sri Lanka en
dc.contributor.author Wanninayake, W.M.C. Bandara
dc.contributor.author Chovancová, Miloslava
dc.relation.ispartof Innovation Vision 2020: Sustainable Growth, Entrepreneurship, and Economic Development, Vols 1-4
dc.identifier.isbn 978-0-9821489-8-3
dc.date.issued 2012
dc.citation.spage 1566
dc.citation.epage 1577
dc.event.title 19th International-Business-Information-Management-Association Conference
dc.event.location Barcelona
utb.event.state-en Spain
utb.event.state-cs Španělsko
dc.event.sdate 2011-11-12
dc.event.edate 2011-11-13
dc.type conferenceObject
dc.language.iso en
dc.publisher International Business Information Management Association (IBIMA) en
dc.subject CRM strategies en
dc.subject Brand Loyalty en
dc.subject State- owned commercial banks en
dc.subject Sri Lanka en
dc.description.abstract CRM is aimed at building strong long term relationships that keep customers coming back repeatedly. It aims to help organizations building individual customer relationships in such a way that both the firm and the customer get the most out of the exchange, providing both parties to long term benefits. Hence, in this study, researchers attempted to investigate on "The impact of CRM strategies on customer loyalty in the context of state- owned commercial banks in Sri Lanka." Further, literature provides sufficient evidence to support the empirical gap existing in Sri Lankan context. The main objective of the study is to identify the influenced made by CRM strategies on customer brand loyalty and recommending strategies for state-owned commercial banks to develop loyal customer base. The five hypotheses were formulated to determine the relationship among key constructs. Survey method was used to gather primary data from 160 randomly selected customers of two state- owned commercial banks located in Colombo city limits. Reliability test was carried out and Cronbach's Alpha values of each construct was found that a good interring reliability exist with the data. The results indicated that there are positive relationships between CRM strategies and customer brand loyalty towards state- owned commercial banks in Sri Lanka. The results provide evidence to accept three hypotheses and reject two hypotheses. Finally researchers have emphasized some implications to bank marketers to develop their CRM strategies in competitive markets. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1003305
utb.identifier.rivid RIV/70883521:28120/12:43868653!RIV13-MSM-28120___
utb.identifier.obdid 43868787
utb.identifier.scopus 2-s2.0-84896327626
utb.identifier.wok 000317549701037
utb.source d-wok
dc.date.accessioned 2013-07-27T14:54:52Z
dc.date.available 2013-07-27T14:54:52Z
utb.contributor.internalauthor Wanninayake, W.M.C. Bandara
utb.contributor.internalauthor Chovancová, Miloslava
utb.fulltext.affiliation W.M.C.Bandara Wanninayake, Miloslava Chovancová W.M.C.Bandara Wanninayake, Department of Management and Marketing, Faculty of Management and Economics, Tomas Bata University in Zlin, Czech Republic bwanninayake@gmail.com Miloslava Chovancová, Department of Management and Marketing, Faculty of Management and Economics, Tomas Bata University in Zlin, Czech Republic chovancova@fame.utb.cz
utb.fulltext.dates -
utb.fulltext.sponsorship -
utb.fulltext.projects -
utb.fulltext.faculty Faculty of Management and Economics
utb.fulltext.ou Department of Management and Marketing
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