Skip to main content

Identifying Post-Implementation Success Factors of Relationship Marketing: A Study on Private Banking Industry in Bangladesh

Buy Article:

$107.14 + tax (Refund Policy)

As the banking industry deals with financial management, a very sensitive matter of human life, the practice of relationship marketing (RM) strategies is of essential relevance to the banks of today. In addition, the private banks have gradually shown better progress compared to their public and other counterparts by adopting various RM tools. Keeping this view in mind, the present study aims to identify the most critical success factors of post-implementation RM for the private banks in Bangladesh. Five leading private banks in the country were considered for collection of feedback from their relationship managers on 10 items of relationship marketing. Based on the principal component analysis, the 10 items were divided into three factor categories, operational, competence, and satisfaction, which in?uence the post-implementation success of RM in private banks of Bangladesh.

Keywords: Banks in Bangladesh; Post Implementation Success; Private Commercial Banks; Relationship Marketing

Document Type: Research Article

Affiliations: 1: Faculty of Management, Multimedia University, Malaysia 2: Southeast University, Bangladesh

Publication date: January 1, 2018

More about this publication?
  • ADVANCED SCIENCE LETTERS is an international peer-reviewed journal with a very wide-ranging coverage, consolidates research activities in all areas of (1) Physical Sciences, (2) Biological Sciences, (3) Mathematical Sciences, (4) Engineering, (5) Computer and Information Sciences, and (6) Geosciences to publish original short communications, full research papers and timely brief (mini) reviews with authors photo and biography encompassing the basic and applied research and current developments in educational aspects of these scientific areas.
  • Editorial Board
  • Information for Authors
  • Subscribe to this Title
  • Ingenta Connect is not responsible for the content or availability of external websites
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content