Effects of Customers’ Relational Benefits on Development of Banking Industry: An Empirical Study on Some Commercial Banks in Khulna City of Bangladesh

Authors

  • Rumana Perveen Senior Lecturer in Marketing, Department of Business Administration, Northern University Bangladesh, Dhaka
  • Md Rabiul Islam Assistant Professor of CSE, Department of Business Administrative, Northern University Bangladesh, Dhaka

DOI:

https://doi.org/10.3329/jbt.v10i1.26906

Keywords:

Confidence benefit, Social benefit, Special treatment benefit, Customer’s retention, Banking industry

Abstract

This research is conducted to identify the benefits that customers receive as a result of maintaining long-term relation with commercial banks. Necessary data were collected from 262 respondents of different commercial banks of Khulna city of Bangladesh. Multiple regressions with SPSS were applied for data analysis. Customers relational benefits can be categorized into three distinct benefit types: confidence, social and special treatment benefits. The results have showed that confidence benefit is the most pronounced factor for customers of banks. The findings have also revealed that confidence benefits and social benefits have statistically significant effect on customers retention which is the key building block of developing banking industry in Bangladesh.

Journal of Business and Technology (Dhaka) Vol.10(1) 2015; 55-71

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Author Biography

Rumana Perveen, Senior Lecturer in Marketing, Department of Business Administration, Northern University Bangladesh, Dhaka



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Published

2016-03-01

How to Cite

Perveen, R., & Islam, M. R. (2016). Effects of Customers’ Relational Benefits on Development of Banking Industry: An Empirical Study on Some Commercial Banks in Khulna City of Bangladesh. Journal of Business and Technology (Dhaka), 10(1), 55–71. https://doi.org/10.3329/jbt.v10i1.26906

Issue

Vol. 10 No. 1 (2015)

Section

Articles