![Open Access](https://i-scholar.in/lib/pkp/templates/images/icons/fulltextgreen.png)
![Restricted Access](https://i-scholar.in/lib/pkp/templates/images/icons/fulltextred.png)
Impact of Relationship Marketing Orientation on Customer Loyalty of Select Banks in the District of Burdwan, West Bengal
In today's competitive world, customers are in the center of the banking companies' attention and their satisfaction is the main factor in gaining competitive advantage. The fundamental prerequisite for achieving customers' satisfaction is to fully meet or exceed their needs, wants, desires,expectations, and their willingness to purchase products/services. Customer loyalty emerges as one of the most important challenges faced by bank marketers. Cultivating loyal customers is frequently argued to be the single most important driver of organizations' long-term financial performance and customer base, which can lead to increased sales and customer share, lower costs, and higher prices on services. The purpose of this study is to empirically investigate the impact of relationship marketing orientation on customer loyalty in select banks in the district of Burdwan, West Bengal. The findings contribute to understanding the relationships between different dimensions of relationship marketing orientation, customer loyalty and demographic variables; provide critical implications for bank managers; and highlight directions for future research.
Keywords
Relationship Marketing, Customer Loyalty, Trust, Commitment.
User
Font Size
Information
- Amine, A. (1998). Consumers' true brand loyalty: the central role of commitment. Journal of Strategic Marketing, 6(4), pp. 305-19.
- Bagozzi, Richard P. (1975). "Marketing as Exchange". Journal of Marketing, Volume 39, Issue 4 (October), 32-39.
- Berry, Leonard L., (1980) ?Services Marketing is Different,?Business, Vol. 30(May-June), pp. 24-29.
- Berry, L. (1983) "Relationship Marketing" in Berry, Shostack, and Upah, G (eds), Emerging Perspectives on Services Marketing, American Marketing Association, Chicago, 1983.
- Bhardwaj, Deepali (2007), Relationship Marketing in context to the IT industry VISION - The journal of Business Perspective 11, (2), April June, 57-66
- Bowen, J.T and Shoemaker, S (1998). Loyalty: a strategic commitment. The Cornell Hotel and Administration Quarterly, 44(5), pp. 31-47.
- Dwyer, Robert, F., Paul, H. S, and Sejo, O. (1987), Developing buyer seller relationship, Journal of Marketing, 51 April, 11-27.
- Gronroos, C. (1978), ?A Service Oriented Approach Marketing of Services, European Journal of Marketing, Vol. 12(8), pp 588-601.
- Gronroos, C. (1982) "An applied service marketing theory", European Journal of Marketing, vol 16, 1982, pp 30-41.
- Gronroos, C., "The Marketing Strategy Continuum: A Marketing Concept for the 1990s", ManagementDecision, Vol. 29 No. 1, 1991, pp. 7-13.
- Gronroos, C. (1994), "From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing", Management Decision, Vol. 32 No. 2, pp. 4-20.
- Gundlach, G.T., Achrol, R.S. and Mentzer, J.T. (1995), "The structure of commitment in exchange", Journal of Marketing, Vol. 59 No. 1, pp. 78-93.
- Howard, J.A. and Sheth, J.N. (1969), The Theory of Buyer Behavior, Wiley, New York, NY.
- Jackson, B.B. (1985) "Build customer relationships that last", Harvard Business Review, Nov-Dec, 1985.
- Levitt, T. (1983) "After the sale is over", Harvard Business Review, Sept-Oct, 1983.
- McGarry, Edmund D. (1951). "The Contactual Function in Marketing". The Journal of Business of the University of Chicago, Volume 24, Number 2 (April), 96-113.
- McGarry, Edmund D. (1953). "Some new viewpoints in marketing". The Journal of Marketing, Volume 18, Issue 1 (July), 33-40.
- Moorman, Christine, Deshpande, R. and Zaltman, G. (1992). 'Relationship betweenproviders and users of market research : the dynamics of trust within organisations'. Journal of Marketing Research, 29(3), pp. 314-28.
- Moorman, C., Deshpande´, R. and Zaltman, G. (1993), Relationship between Providers and Users ofMarket Research: The Role of Personal Trust, Marketing Science Institute, Cambridge,MA.
- Morgan, R.M. and Hunt, S.D. (1994), "The commitment trust theory of relationship marketing", Journal ofMarketing, Vol. 58 No. 3, pp. 20-38.
- Mowday, R., Porter, L. and Steers, R. (1982), "Organizational linkages: the psychology ofcommitment", Journal of Vocational Behavior, Vol. 14, pp. 224-47.
- Ndubisi, N.O. (2004), "Understanding cultural dimensions on relationship marketing, its underpinnings and aftermaths", Cross Cultural Management, Vol. 11 No. 3,pp. 70-89.
- Schneider, B. (1980) "The service organization climate is critical", Organizational Dynamics, 1980.
- Sheith, J. N., Gardner, D. and Garrett. D., (1988), Marketing Theory: Evolution and Evaluation, New York John Wiley, New York, 54.
![](https://i-scholar.in/public/site/images/abstractview.png)
Abstract Views: 486
![](https://i-scholar.in/public/site/images/pdfview.png)
PDF Views: 286