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Determinants of Customer Relationship Marketing in Commercial Banks with Special Reference to Jaffna District.

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dc.contributor.author Sivesan, S.
dc.contributor.author Kajanthy, S.
dc.date.accessioned 2021-07-02T07:06:35Z
dc.date.accessioned 2022-06-27T04:42:32Z
dc.date.available 2021-07-02T07:06:35Z
dc.date.available 2022-06-27T04:42:32Z
dc.date.issued 2017
dc.identifier.uri http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/3152
dc.description.abstract Customer relationship marketing played and still plays a significant role in the contemporary business environment. This paper investigates the determinants of customer relationship marketing in banking industry with 520 respondents. For this paper a quantitative approach has been used. Primary and secondary data were used to conduct the study. To draw the valid conclusion and test them empirically, sophisticated statistical model as Exploratory Factor Analysis (EFA) has been used. To further determine the reliability of the data, Kaiser-Meyer-Olkin (KMO) and Bartlett Test of sphericity were determined. The study reveals that four factors have been extracted from the analysis that together accounted 54.893% of the total variance. These factors were categorized as convenient opportunism, information sharing, completeness and desire. en_US
dc.language.iso en en_US
dc.publisher University of Jaffna en_US
dc.subject Customer Relationship Marketing en_US
dc.subject Commercial Banks en_US
dc.subject Jaffna District en_US
dc.title Determinants of Customer Relationship Marketing in Commercial Banks with Special Reference to Jaffna District. en_US
dc.type Article en_US


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