Determinants of Customer Relationship Marketing in Commercial Banks-: With Special Reference to Jaffna District

Abstract

Customer relationship marketing played and still plays a significant role in the contemporar environment. This paper investigates the determinants of customer relationship marketing in banking in 502 respondents. For this paper a quantitative approach has been used. Primary and secondary data w conduct the study. To draw the valid conclusion and test them empirically, sophisticated statistica Exploratory Factor Analysis (EFA) has been used. To further determine the reliability of the da Meyer_olkin (KMO) and Bartlett Test of sphericity were determined. The study reveals that four factor extracted from the analysis that together accounted 54.893% of the total variance. These factors were as convenient opportunism, information sharing, completeness and desire.