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The Effect of Marketing Culture on Marketing Effectiveness, Technical Efficiency and Business Performances: An Empirical Study of Commercial Banking Sector in Sri Lanka

Authors:

PGSA Jayarathne ,

Lecturer, Department of Marketing Management, University of Sri Jayewardenepura, LK
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BNF Warnakulasuriya

Senior Lecturer, Department of Marketing Management, University of Sri Jayewardenepura, LK
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Abstract

Literature reveals that Marketing Culture (MC) and Marketing Effectiveness (ME) contribute to the enhancement of Business Performance (BP) and Technical Efficiency (TE) of any industry. The objective of this study is to examine the Effect of MC on ME, TE and BP as existing literature in  Sri Lanka has paid little attention to study their impact. Research design is empirical descriptive. Unit of analysis is commercial banks. All commercial banks were selected for the study. Strategic level managers were selected as proxies. The findings disclose that MC has a positive impact on ME, TE and BP in commercial banks and the degree of impact of MC varies across the banks. The results also show that the private sector banks represent relatively higher degree of positive impact compared with the public sector commercial banks.   National and firm level policy recommendations are made to enhance the BP and TE through MC and ME.

Key Words: Business Performances; Commercial Banks; Marketing Culture; Marketing Effectiveness; Technical Efficiency

Sri Lankan Journal of Humanities and Social Sciences Vol.1(2) Oct 2009
How to Cite: Jayarathne, P. & Warnakulasuriya, B., (2010). The Effect of Marketing Culture on Marketing Effectiveness, Technical Efficiency and Business Performances: An Empirical Study of Commercial Banking Sector in Sri Lanka. Sri Lanka Journal of Humanities and Social Sciences. 1(2), p.None.
Published on 13 Dec 2010.
Peer Reviewed

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