Exploring the Impact of CRM Strategies on Customer Loyalty: With Special Reference to State-owned Commercial Banks in Sri Lanka
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F12%3A43868653" target="_blank" >RIV/70883521:28120/12:43868653 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Exploring the Impact of CRM Strategies on Customer Loyalty: With Special Reference to State-owned Commercial Banks in Sri Lanka
Original language description
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 todevelop 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
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
AE - Management, administration and clerical work
OECD FORD branch
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Result continuities
Project
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Continuities
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Others
Publication year
2012
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Proceedings of the 19th IBIMA Conference on Inovation Vision 2020: stainable Growth, Entrepreneurship, and Economic Development
ISBN
978-0-9821489-8-3
ISSN
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e-ISSN
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Number of pages
12
Pages from-to
1566 - 1577
Publisher name
IBIMA Publishing
Place of publication
Barcelona
Event location
Barcelona
Event date
Feb 12, 2012
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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