The Strategic Performance of Bangladeshi Private Commercial Banks on Post Implementation Relationship Marketing

Abstract

Nowadays using the right marketing tools to manage the strategic performances to achieve sustainability for the banks is crucial, and it is important to monitor the post-implementation success outcomes to get the true glimpse of the effectiveness of such tools. As the banking industry deals with financial management, a very sensitive component of human life, and as it has the inherent nature of service industry, the practice of relationship marketing strategies automatically comes under discussion. In addition, the private banks have gradually shown their better progress compared to the public for the last two decades by adopting various relationship marketing instruments. Keeping this view in mind, this conceptual paper proposes to explore the most critical success factors of post-implementation relationship marketing (RM) for the private banks in Bangladesh along with the impact of RM on the sustainability of the banks. It also presents the intended methodology to accomplish the required purposes of the study and ends with viable recommendations along with an indication for future research.