Identifying Post-Implementation Success Factors of Relationship Marketing: A Study on Private Banking Industry in Bangladesh

Abstract

As the banking industry deals with financial management, a very sensitive matter of human life, the practice of relationship marketing (RM) strategies is of essential relevance to the banks of today. In addition, the private banks have gradually shown better progress compared to their public and other counterparts by adopting various RM tools. Keeping this view in mind, the present study aims to identify the most critical success factors of post-implementation RM for the private banks in Bangladesh. Five leading private banks in the country were considered for collection of feedback from their relationship managers on 10 items of relationship marketing. Based on the principal component analysis, the 10 items were divided into three factor categories, operational, competence, and satisfaction, which in?uence the post-implementation success of RM in private banks of Bangladesh.