Keywords
Abstract
This research is centered on interest rates and fixed deposits from a developing economy. The proposed study consisted of all 27 branches of ABC Finance PLC. A total of 135 customers were interviewed from 5 customers from each branch. The sample was identified through non probabilistic sampling technique. The sample was selected to ensure the characteristics of different age groups, occupations along with gender differences. The data was collected through Questionnaire. All questions are measured on a 5 point likert scale. In order to identify the factors affecting the managerial problem, the questionnaire was conducted based on 7p’s. other areas discussed in this work are: psychographics profile, market development, marketing communications, distributions, pricing, relationship management, industry and competitive structure based on porters 5 forces – financial sector of Sri Lanka, factors affecting winning and retaining fixed deposit customers in company ABC, twenty (20) customer retention strategies, and fifteen (15) customer retention strategies that work.