IDEAS home Printed from https://ideas.repec.org/a/ids/ijfsmg/v6y2013i1p79-91.html
   My bibliography  Save this article

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

Author

Listed:
  • Nalin Abeysekera
  • Ananda Wickramasinghe

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.

Suggested Citation

  • Nalin Abeysekera & Ananda Wickramasinghe, 2013. "Relationship marketing and customer orientation of sales people: learning from banks," International Journal of Financial Services Management, Inderscience Enterprises Ltd, vol. 6(1), pages 79-91.
    • Handle: RePEc:ids:ijfsmg:v:6:y:2013:i:1:p:79-91
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=52893
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Herjanto, Halimin & Franklin, Drew, 2019. "Investigating salesperson performance factors: A systematic review of the literature on the characteristics of effective salespersons," Australasian marketing journal, Elsevier, vol. 27(2), pages 104-112.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijfsmg:v:6:y:2013:i:1:p:79-91. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=76 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.