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TRANS Asian Journal of Marketing & Management Research (TAJMMR)
Year : 2020, Volume : 9, Issue : 3and4
First page : ( 4) Last page : ( 17)
Online ISSN : 2279-0667.
Article DOI : 10.5958/2279-0667.2020.00010.3

A study on sri Lankan private commercial banks regarding relationship marketing orientation effect on brand equity

Dhanushanthini Y.

Assistant Lecturer, Department of Accountancy, Sri Lanka Institute of Advanced Technological Education, Sri Lanka, Email id: dhanu1780@yahoo.com

Online published on 21 May, 2020.


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) 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. Questionnaire was used to collect data.1000 household customers have been selected from 100 licensed commercial banks that comprised of 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 (81.3%) of RMO on brand equity in Sri Lankan licensed commercial banks.



Relationship Marketing, Relationship Marketing Orientation, Brand equity, Private Commercial Bank.


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