• Dr. P N Harikumar
• Sudheesh S

The banking industry plays an important role in the economic development of a country by acting as a hub and barometer of the financial system. The Indian Banking system consists of 27 public sector banks, 21 private sector banks, 49 foreign banks, 56 regional rural banks, 1562 urban co-operative banks and 94384 rural co-operative banks, in addition to co-operative credit institutions. Today, many banks are rushing to become more customer focused. Customer Lifetime Value (CLV) refers to the net present value of expected benefits less the burdens from customers over their life of relationship with a firm (Dwyer, 1989). So, they are realizing that the magical formulae for attaining success in such a competitive environment are to focus on maintaining a healthy relationship with customers who will lead to customer loyalty, retention and customer lifetime value. The present study aims to measure the lifetime value of a customer by both public and private sector banks in Kerala.

Relationship Marketing Strategy, Customer Lifetime Value

"A STUDY ON RELATIONSHIP MARKETING STRATEGY AND ITS IMPACT ON CUSTOMER BEHAVIOUR OF PUBLIC AND PRIVATE SECTOR BANKS IN KERALA – MEASURING LIFETIME VALUE WITH THE HELP OF MANN-WHITNEY U TEST", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.700-704, June-2019, Available :http://www.jetir.org/papers/JETIR1906E55.pdf

"A STUDY ON RELATIONSHIP MARKETING STRATEGY AND ITS IMPACT ON CUSTOMER BEHAVIOUR OF PUBLIC AND PRIVATE SECTOR BANKS IN KERALA – MEASURING LIFETIME VALUE WITH THE HELP OF MANN-WHITNEY U TEST", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp700-704, June-2019, Available at : http://www.jetir.org/papers/JETIR1906E55.pdf