VCARS 2011

Effectiveness of Relationship Marketing Strategies of the SANASA Development Bank Ltd in Vavuniya

2025-10-09T21:30:44Z

Effectiveness of Relationship Marketing Strategies of the SANASA Development Bank Ltd in Vavuniya Karthika, T.; Mahinthan, T. Relationship marketing is the on-going process of identifying and creating new value with individual and corporate customers and then sharing the benefits of this over the life time of association. It involves the understanding, monitoring, focu5ing and management of on-going collaboration between suppliers and selected customers for mutual value creation and sharing through interdependence and organizational alignment. In today's environment relationship marketing is well practiced term in the financial service sector. The objective of this study is to determine the existing relationship marketing strategies practiced by SANASA development bank ltd in Vavuniya and to recommend most effective relationship marketing practice which suits the SANASA development bank ltd in Vavuniya. for this purpose, various relationship techniques such as Greeting cards on special occasion, Free gift /vouchers, personalized offering in price/interest rates/premiums, Identifying the customers by the name, providing timely information through personal e-mail and broachers, loyalty scheme and rewards, courtesy calls and other techniques are used by the organization. According to the responses of customers it was revealed that majority of the customers agreed that (91.3%) the bank provides timely information available to the customers as one of the relationship techniques. Customers said that loyalty scheme is used by the organization at very low level. According to the responses other techniques are used in half percentage. They are not used in full manner. So, they have to improve their relationship marketing strategies according to the customer expectation. To carry out this study 50 number of customers selected from the Vavuniya district, by using simple random sampling method. Data was gathered from the respondents through the questionnaire’s customer perspective as well as organization perspective. Trust, Communication, Commitment, Keeping promises and Cooperation are the variable under the customer perspective. Information technology factors, Internal Marketing factors and Market offering factors are the variable under the organization perspective. The researcher used Statistical Package for Social Science (SPSS), and MS Excel to analyze the data

The use of Mother Tongue and Local culture in Developing English Proficiency of Undergraduates: A Preliminary Study

2025-10-09T21:30:18Z

The use of Mother Tongue and Local culture in Developing English Proficiency of Undergraduates: A Preliminary Study Shriganeshan, K. It is a well-known fact that Sri Lankan students' proficiency of English related to communication is very low. Therefore, the effort attempted was to make students use English in contexts created in the classrooms based on local culture with the judicious use of mother tongue. The literacy skills and knowledge of L1 will help the learner to learn the second language and not interfere with the learning process (Cummins & Swain, 1986). The objectives of the study were to see whether the general language proficiency could be promoted using mother tongue and local culture in an activity-based classroom to undergraduates who studied in the mother tongue medium at schools and to explore the possibilitie5 of promoting their personality development through the use of mother tongue and local culture. An ethnographical mode of study was conducted with a group of Third year students twenty in number for three weeks at the Vavuniya Campus. This paper makes an attempt to analyze the performance and show how the students' language development promoted and enriched through the use of local culture and mother tongue. Thus, it was observed that the students' affective filters could be lowered and they would be promoted to communicate without inhibition. At the end of the three-week programme, a lot of language learning has taken place.

Effectiveness of Relationship Marketing Strategy; A Study of Financial Services Organization in Nuwara-eliya District

2025-10-09T21:30:39Z

Effectiveness of Relationship Marketing Strategy; A Study of Financial Services Organization in Nuwara-eliya District Udeshini, R.; Pushpanathan, A. Relationship marketing is the on-going process of identifying and creating new value with individual and corporate customers. It involves the understanding, monitoring, focusing and management of on-going collaboration between suppliers and selected customers for mutual value creation and sharing through interdependence and organizational alignment. Relationship marketing has emerged as one of the dominant drivers in business strategy circles. There are various relationship strategies and techniques used by marketer to increase marketing effectiveness. Relationship marketing is one of the strategies for improving marketing effectiveness. The present study focuses on “Effectiveness of Relationship Marketing Strategies; A study of financial services organization in Nuwara-Eliya district*' The main objective of this study is to examine the effectiveness of relationship marketing strategies on financial services organizations. This study utilized 100 financial organizations' customers and data were collected through judgment sampling method from the financial services organizations' customers such as banks, insurance and leasing companies in Nuwara-Eliya district. Customer perspective (Trust and Communication) and Organizations perspectives (information technology) are considered as independent variables and effectiveness of relationship marketing such as competitive advantage and customer satisfaction are considered dependent variables of this study. Data were analyzed by using the SPSS 17 Package in this study. The results of the study indicated that the positive relationship was observed among trust and communication in customer perspective variables, and the effectiveness (§= 0.369, p<0.01 and § — 0.273, p<0.01 respectively). In the organization perspective variables, Positive relationship was observed among the inter organization information system, customer relationship management, and database and the effectiveness (§ =0.203, p<0.01, §=0.561, p<0.01and § =0.468. p<0.01 respectively). Finally, the results indicated correlation of customer perspectives and effectiveness has higher relationship than the organizations perspectives and effectiveness

The Impact of Relationship Marketing Orientation on Brand Equity with Reference to Private Commercial Banks in Sri Lanka

2025-10-09T21:30:48Z

The Impact of Relationship Marketing Orientation on Brand Equity with Reference to Private Commercial Banks in Sri Lanka Dhanushanthini In recent years, the traditional transaction approach has been challenged and shifted to relationship marketing. The ultimate aim of the relationship marketing is to produce the high customer equity Customer equity consists of three key drivers: brand equity value equity, and relationship equity Among these three drivers, brand equity is considered as more important than the others as it is more powerful mechanism to create sustainable competitive advantage for the organizational concern. Thus, this study examined the research problem of whether Relationship Marketing Orientation (RMO) has impacts on brand equity in Sri Lankan private commercial banks. This objective of this study is to identify the impact of RMO on brand equity in Sri Lankan private commercial banks. Furthermore, conceptual model has been developed to Link RMO and brand equity Trust, bonding, communication, shared value, empathy and reciprocity are considered as the dimensions of RMO. Similarly brand loyalty, perceived quality brand image and brand awareness are the dimensions of brand equity which were extracted from literature. Questionnaires were used to collect data.1000 household customers have been selected from 100 licensed commercial banks that comprised public and private based on non-probability sampling method (quota sampling method). Multiple regression has been used for the analysis. Findings revealed that there is a positive and significant impact (81.39c) of RMO on brand equity in Sri Lankan licensed commercial banks