Browsing by Author "Sandaruwan, S.D.S.P."

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    Customer Orientation and Firm Performance with Reference to Licensed Commercial Banks in Galle District: Proposals for Improvements
    (Uva Wellassa University of Srilanka, 2011) Sandaruwan, S.D.S.P.; Rohan, D.N.N.
    Note: See the PDF Version Most markets are moving towards a more market and customer oriented approach as customers have become more knowledgeable and required more variety and better quality of the products. Accordingly, customer orientation is the set of beliefs that puts the customer's interest first, while not excluding those of all other stakeholders such as owners, managers, employees in order develop a long term profitable enterprise (Deshpande et at., 1993). Tailor (2007), illustrates that marketing is not about providing products and services, it is essentially about providing changing benefits to the changing needs and demands of customers. The financial system in Sri Lanka is one of the rapidly booming sectors in the economy. It is comprised with different aspects and different financial institutions. Banking industry is playing a vital role in the Sri Lankan financial system and the foremost division within the banking industry is Licensed Commercial Banks (LCBs) (Central Bank, Sri Lanka, 2009). LCBs is the single most important category of the financial institutions in the banking sector in terms of asset base and the magnitude of services provided. However, in case of facing the huge competition within the industry, the companies have been introducing new systems and innovative approaches to attract customers. In case of providing the services to the customers, the service should be offered in such a way that it is fast, efficient and friendly. The company should be able to identify the customer needs and wants clearly and fulfill them satisfactorily at the right time. Companies should be able to build up healthy relationships with their customers by being customer oriented and this has become an essential matter of conducting the business today. Accordingly, in the modern business environment, customer is considered as the king and therefore customer orientation in business practices has been a dominant strategy in the business field. This has been identified as a major tool in the modern context of business so as to beat the competition. With such a background, the major objective of this study was to examine the relationship between customer orientation and firm performance in LCBs Sector. In addition, the second objective was to demonstrate the strategies that can be used by LCBs sector to improve the firm performances through customer orientation.
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    Customer orientation and firm performances (A Study of Licensed Commercial Banking Sector in Galle District)
    (Uva Wellassa University of Sri Lanka, 2011) Sandaruwan, S.D.S.P.
    Considering the modern business environment customer is the foremost part of the business. Because of its directly affect to the performance of the organization and influence to beat the competition in the market. Thus, organizations are trying to treat customer as the king of their organization. In this sense the concept of Customer Orientation has become dominant in the current business field. Therefore, this study examines the relationship between Customer Orientation and Firm Performances of Licensed Commercial Banking sector in Galle district. In order to that nine Licensed Commercial Banks were selected as sample based on the LMD Brand Annuals 2010 and altogether 45 questionnaires were distributed among executive level employees in the banks as 5 questionnaires per each bank to gathering responds about the Customer Orientation and Firm Performances. Customer Orientation measured under the two categories as Customer Analysis and Customer Responsiveness. Firm Performances was measured by ROA, ROI, Sales Growth and Market Share Position of the each bank by using questionnaire survey approach and five-point-likert scale method used to gather the information from the respondents. The results revealed that high positive and significant relationship between overall Customer Orientation and overall Firm Performances of the selected banks. In addition to that Customer Analysis and Customer Responsiveness also have a high positive relationship with the overall Firm Performance. Furthermore, overall Customer Orientation positively associated with each individual Firm Performances indicators mentioned in above.