Relationship marketing and customer orientation of sales people: learning from banks

Nalin Abeysekera and Ananda Wickramasinghe

International Journal of Financial Services Management, 2013, vol. 6, issue 1, 79-91

Abstract: Selling is supremely important in marketing and considered as the lifeblood of marketing. It is evident that selling based on customer orientation and relationship marketing will play a vital role in attracting, retaining and sustainable growth of customers. This study based on Sri Lankan banking sector aims to attempt such integration by conceptualising the concepts of customer orientation and relationship marketing in Sri Lankan corporate banking sector. Responses were gathered via a survey questionnaire to measure interaction and impact of customer orientation on relationship marketing. The results show that there is a significant relationship between customer orientation and relationship marketing. This has been highlighted in Sri Lankan banking context as it has a significant contribution to national economy as well as a non-price determinant to get competitive advantage in the market.

Keywords: customer orientation; relationship marketing; corporate banking sector; sales persons; Sri Lanka. (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.inderscience.com/link.php?id=52893 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijfsmg:v:6:y:2013:i:1:p:79-91

Access Statistics for this article

More articles in International Journal of Financial Services Management from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().