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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

  • DOI - Digital Object Identifier

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

  • Czech description

Classification

  • Type

    D - Article in proceedings

  • CEP classification

    AE - Management, administration and clerical work

  • OECD FORD branch

Result continuities

  • Project

  • 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

  • e-ISSN

  • 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