Exploring the Impact of CRM Strategies on Customer Loyalty: With Special Reference to State-owned Commercial Banks in Sri Lanka

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Exploring the Impact of CRM Strategies on Customer Loyalty: With Special Reference to State-owned Commercial Banks in Sri Lanka

Popis výsledku v původním jazyce

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

Název v anglickém jazyce

Exploring the Impact of CRM Strategies on Customer Loyalty: With Special Reference to State-owned Commercial Banks in Sri Lanka

Popis výsledku anglicky

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

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2012

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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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Počet stran výsledku

12

Strana od-do

1566 - 1577

Název nakladatele

IBIMA Publishing

Místo vydání

Barcelona

Místo konání akce

Barcelona

Datum konání akce

12. 2. 2012

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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