IMPACT OF MARKETING STRATEGIES ON CUSTOMER RETENSION IN COMMERCIAL BANK: A CASE STUDY OF HBL SUKKUR

The current research investigates relationship marketing enhance customer retention and cross buying in Commercial bank. Data were collected from cross section survey method. Data were analyzed by using SPSS-21 version. It was revealed that relationship marketing enhance the customers retention and satisfaction. The Chi-Square might have been used to judge those variety for watched variables to demonstrating the idle variables. Numerous regressions were utilized on provide for those Decision for the stated hypotheses. From the study, a fulfilled client won't constantly enter under a long haul relationship with the firm. However, those conferred client with level of trust enters under An long haul association for those firm. The outcomes recommend that, An long haul customer-organization association is essential in making longer-term client maintenance.


INTRODUCTION
Numerous business banks have been confronting serious rivalry and significant clients' switch off. Absence of client maintenance has not been gainful for both the banks and their customers. Previously, numerous organizations underestimated their clients. Clients regularly didn't have any option suppliers in light of the fact that the business sector was developing so quick and rivalry was low such that the organization didn't stress over completely fulfilling its clients. An organization could lose 100 clients a week, however increase another 1000 clients and considers its deals to be acceptable. Such an organization accepts, to the point that there will dependably be sufficient clients to supplant the abandoning ones (Kotler et al., 2001).
In this way of globalization and rapidly changing envirment in the banks its really tough to be competitive because the nature of the banking job. Its now easy to duplicate the banking services one another (Caroline et al., 2014).

LITERATURE REVIEW:
 REALTIONSHIP MARKETING: The purpose of this study was to establish the effects of relationship marketing on the commercial banks' performance in Pakistan. The study aimed at understanding how customers care management, employee empowerment and information technology affects the performance of commercial banks in Pakistan, it adopted a descriptive survey research conducted among the commercial banks in Pakistan. The study obtained data from 95 relationship managers from the five (5) commercial banks that were purported to have had a relatively richer experience in relationship marketing due to their large size and customer base. Collection of primary data was through self-administered questionnaires with closed and open-ended questions. Secondary data included bank publications, journals, and periodicals. Quantitative and qualitative data analysis was employed to analyze the data collected. A research model was used in predicting the relationship between relationship marketing and performance of commercial banks in Pakistan. The findings indicated a strong relationship between relationship marketing and banks performance as all the variables were significant in explaining the relationship. The study thus concludes that relationship marketing as measured by customer care management, employee management and adoption of information technology has enhanced bank performance and thus the three pillars of relationship management are Key if a bank has to perform.

Procedure
First we designed the questionnaire according to the benefits of HBL Bank; each and every section contains related questions, there are eight sections in questionnaire which are Financial Bonds (03), Social Bonds (04), Structural Bonds (03), Perceived relationship Investment (05), Perceived relationship quality (04), Customer loyalty (04), Customer retention (06) and Customer Cross-Buying (10). Each and every customer has ticked appropriate options according to their ide

Results
In this chapter there is the data analysis and correlation of research study. This research covers the 97 sample customers of HBL khairpur. This data analysis and correlation are consists of two parts. A is about demographic factors of customer and part B is consists about the variables of research study I S S N 2 2 7 8 -5 6 1 2 V o l u m e 1 2 N u m b e r 1 I n t e r n a t i o n a l J o u r n a l o f M a n a g e m e n t a n d I n f o r m a t i o n T e c h n o l o g y 3083 | P a g e D O I 10.24297/ijmit.v12i1.6061 A p r i l 2 0 1 7 w w w . c i r w o r l d . c o m The above Table No: (4.2) shows the data about the gender of the population selected for the survey collection it can be seen that 76.3% of the respondents was male and the remaining are the females and it also shows the majority of the male are the participants. & Figure (4.1) shows the frequency of the total population in the prospect Population in the prospect of the gender 74 was the males and remaining 23 were the females among the selected population of the 97participant   I S S N 2 2 7 8 -5 6 1 2 V o l u m e 1 2 N u m b e r 1 I n t e r n a t i o n a l J o u r n a l o f M a n a g e m e n t a n d I n f o r m a t i o n T e c h n o l o g y   Customer's income level is 10000-19999 , 15% is 20000-29999 , 9% are 30000-39999 15% customers are income is 40000-49999 , 7% customers income is 50000-59999.
, 7% customers income is 60000-69000 , level 12% Customer's income level is 70000-79000, 6% customers income is 80000-89000 15% customers are income is 90000 and above. Income of respondent I S S N 2 2 7 8 -5 6 1 2 V o l u m e 1 2 N u m b e r 1 I n t e r n a t i o n a l J o u r n a l o f M a n a g e m e n t a n d I n                 Commercial bank asks my opinion about service I S S N 2 2 7 8 -5 6 1 2 V o l u m e 1 2 N u m b e r 1 I n t e r n a t i o n a l J o u r n a l o f M a n a g e m e n t a n d I n f o r m a t i o n T e c h n o l o g y                                      The research will be concerned on the customer's performance, relationship retention and cross buying and also increasing marketing performance and maintain management on the bank. The consequences of this study are to motivate, communicate and retent with customers. I found that mostly customers of motivated and some customers are dismotivated. Either these customers are not satisfied or not fit from product or performance of bank. When customer's feelings are not matched with the bank's rules regulation than not satisfy and customer want to purchase good products at low price. Large quantity of customers purchase more products from bank because they are satisfied and good relationship beteween customers and employees of the bank and gives best response to customers, communicate with friendly as well as provides every information about products and rules and regulations. Bank faces the problems of the customers and any technological changes occur.
I intend to increase the proportion of patronization of services from this commercial bank in future in future I would patronize the products that I have so far not patronize from this commercial bank I S S N 2 2 7 8 -5 6 1 2 V o l u m e 1 2 N u m b e r 1 I n t e r n a t i o n a l J o u r n a l o f M a n a g e m e n t a n d I n f o r m a t i o n T e c h n o l o g y 3112 | P a g e D O I 10.24297/ijmit.v12i1.6061 A p r i l 2 0 1 7 w w w . c i r w o r l d . c o m