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

Authors

Nalin Abeysekera, Open University Of Sri Lanka
Ananda Wickramasinghe, University of WollongongFollow

RIS ID

76399

Publication Details

Abeysekera, N. & Wickramasinghe, A. (2013). Relationship marketing and customer orientation of sales people: learning from banks. International Journal of Financial Services Management, 6 (1), 79-91.

Abstract

Selling is supremely important in marketing and considered as lifeblood in marketing. It is evident that selling based on customer orientation and relationship marketing will play a vital role in attracting and retaining more and more customers. This study, based on the Sri Lankan banking sector, aims to attempt such integration by conceptualizing the concepts of customer orientation and relationship marketing in the Sri Lankan corporate banking sector. Responses were gathered via a survey questionnaire to measure the interaction and impact on customer orientation of 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 can be considered as one of the major contributors to the national economy, and non-price determinates can be considered as key to gain a competitive advantage in the market.