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

Abstract

Literature reveals that Marketing Culture (MC) and Marketing Effectiveness (ME) contribute for the enhancement of Business Performance (BP) and Technical Efficiency (TE) of any industry. However, existing literature in Sri Lanka has paid little attention to study the impact of MC on ME, TE and BP. Therefore, the objective of this study is to examine the Effect of Marketing Culture on Marketing Effectiveness, Technical Efficiency and Business Performances. 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. MC and ME were assessed through a measurement arrive at priory, while TE and BP were derived through secondary data. The finding discloses that MC has a positive impact on ME, TE and BP in commercial banks and that the degree of impact of MC varies across the banks. Further the results shows that private sector banks represent relatively higher degree of positive impact compared to the public sector commercial banks. Finally, national and firm level policy recommendations were made to enhance the BP and TE through MC and ME.