Browsing by Author "Karunarathna, R.G.S.N."

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    Performances of Customer Relationship Management and Business in Sri Lankan Financial institutes: A Detailed Analysis
    (Uva Wellassa University of Srilanka, 2011) Karunarathna, R.G.S.N.; Sutha, J.
    Note: See the PDF Version In the last few decades, the service sector has experienced a dramatic change and in turn has also increased its importance to the economy. Further, it can be identified that there is a significant growth in the service sector of the Sri Lankan economy. Today in Sri Lanka, Financial sector is growing rapidly since most people understand the importance of the financial services to the day to day activities. Hence, this trend triggers the competition among the financial companies. In order to face the competition, companies tend to implement various strategies. Among them, Customer Relationship Management (CRM) is one of the strategies that the companies have adapted and invested more. Accordingly, this study focused to identify the impact of these programs on the performance of the companies. Thus, this study mainly focused on identifying the nature of the CRM and performance in Sri Lankan Financial institutions, identifying the impact of CRM on business performance in Sri Lankan Financial institutions, and determining the relative contribution of each factor of CRM on the business performance of Sri Lankan Financial institutions.
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    Performances of Customer relationship Management and Business performance in Sri Lankan Financial Institutes
    (Uva Wellassa University of Sri Lanka, 2011) Karunarathna, R.G.S.N.
    Financial institutes play a significant role towards the economic development in the country. As well as, currently competition is high in the financial sector. Since the competition is high all institutes are trying to provide a superior service for the customers. Hence, fmancial institutes are practicing customer relationship management as a marketing tool. Therefore, in this particular research researcher aimed to find out the relationship between CRM performance and business performance, existing situation of CRM performance and further relative contribution of each factors in CRM performance towards the business performance in Sri Lankan Financial institutes. This study consisted of 20 financial institutes as a sample and 100 questionnaires were administered to collect primary data. Both descriptive and inferential statistical techniques were used to achieve research objectives. In this particular research results demonstrate that, there is strong, positive relationship between performance of customer relationship management and business performance. Furthermore, Incorporating CRM—based Technology was highly contribute towards the business performance and focusing on key customers and managing knowledge were least contribution for the business performance. Recommendations were provided based on the findings and results.