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1. A Study on the effectiveness of Relationship Marketing practices with existing customers in banking industry
Rezumat:The purpose of this study is to find out the effectiveness of customer retention strategies from theperspectives of the existing customers of a bank in Dehradun (India). The literature suggests that the retention is based on four levels namely financial bonds, social bonds, structural bonds and customization bonds. The questionnaire survey was responded by 108 existing customers of a leading private sector bank. Chi-square test revealed that the effectiveness of retention strategies is independent of demographic variables except education. The factor analysis indicated the grouping of the seventeen variables into three factors namely: Bonds, services and benefits. Finally, a multiple regression analysis revealed that the factors extracted in factor analysis are significant in determining the effectiveness of customer retention strategies.
Autor(i):Niraj Kishore CHIMOTE, Ankita SRIVASTAVA
Publicat în:Revista Română de Marketing 4/2011 [Volume 6, Issue 4] (octombrie-decembrie)
Cod citare:2819

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