THE IMPACT OF TRANSFORMATIONAL LEADERSHIP BEHAVIOR OF SALESPERSON ON THEIR CUSTOMERS’ RELATIONSHIP MARKETING BEHAVIOR

Abstract

The study examined the impact of transformational leadership behaviour of salespersons on their customers’ relationship marketing behaviour in the corporate banking sector in Sri Lanka. Researchers found that there is a relationship between transformational leadership and relationship marketing. The results of this study revealed that relationship marketing is well practiced by private banks than in state banks. Another important piece of information is that the majority of corporate customers who deals with the banks are males. The present study contributes to the practice of relationship marketing by shedding light on how salespersons can create and develop the practice of relationship marketing. Furthermore this research has identified what sort of relationship would create better communication and relationship with customers. Thus findings of this research will help to prepare training manuals, training guidance as well as training programs. Further these findings, especially transformational leadership qualities of salespersons can be used as one of the criteria in selection process.

Keywords: Relationship Marketing, Transformational Leadership, Corporate Banking in Sri Lanka, salesperson, corporate customers

For full paper: fmscresearch@sjp.ac.lk