This study aims to underpin the relationship marketing as an orientation to customer retention. Further, this study undertakes the case study of banking sector from Sindh province, Pakistan. The reason of conducting this study was to analyze the impact of relationship marketing on customer's retention in the banking sector. Relationship marketing is getting more attention and popularity around the world and helps in developing customers satisfaction and loyalty. Quantitative research approach was used to measure the response of the sample. A field survey was conducted from customers of 20 banks operating in Larkana. An adopted questionnaire was used with five variables, four independent (Trust, commitment, communication and conflict handling) to predict one dependent variable (Customer retention) at 5-point Likert scale. The response was collected through close-ended questionnaire. The study has found that all the independent variables are positive and significant predictors of dependent variable with a good fit between their reliability and sample size adequacy. The major contribution of this study for the managers of banks particularly in Pakistani context is to take serious efforts to implement CRM effectively for customer retention in challenging marketing landscape due to technological and business extensions. The study has self-report nature so it cannot be generalized in all aspects. Research has left a gap for future research in the same set as well.
Purpose- This study aims to determine the role of leadership empowerment and work engagement in predicting job satisfaction of female teachers of Government Girls Colleges of Sindh, Pakistan.
Design/Methodology/Approach- The study has utilized survey questionnaire consist of 36 items to collect data from 360 female faculty members of Government Girls Degree Colleges of Sindh.
Findings- The data was analyzed by using SPSS for descriptive analysis and Smart PLS software was used to extract the inferential statistics. The results have confirmed the research objectives and answered all research questions for addressing the problem statement. Thus all the hypotheses were found supported. The work engagement was predicted by leadership empowerment at the rate of 29% and job satisfaction was predicted by leadership empowerment at the rate of 32%. Thus the work engagement has played a role of partial mediation.
Originality/Value- Job satisfaction considered as most researched job outcome in HR. In service sector the female teachers job satisfaction has not attain serious efforts of researchers and management of girl’s colleges to address their problems effectively. In this context, this study has figured out possible solution of female teachers’ problems.
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