Asian Journal of Multidimensional Research (AJMR)
Year : 2012, Volume : 1, Issue : 3
First page : ( 17) Last page : ( 28)
Online ISSN : 2278-4853.

How ‘relationship marketing’ contributes to gaining customer loyalty to banking industry in Sri Lanka?

Sivesan S.*, Achchuthan S.**

*Lecturer, Department of Marketing, University of Jaffna, Sri Lanka

**Department of Marketing, University of Jaffna, Sri Lanka

Online published on 11 July, 2017.

Abstract

Relationship marketing is emerging as a new phenomenon however; relationship oriented marketing practices date back to the pre-Industrial era. This study expressed that how relationship marketing helps to build the customer loyalty. Relationship marketing has been measured through following indicators such as trust, communication, commitment, and conflict handling. Hundred and fifty questionnaire was administered to customers of banks but hundred and two questionnaire has been taken to evaluation. Relationship marketing contributes significantly to customer loyalty and predicts thirty percent of the variation found. Trust and communication in the relationship marketing contribute significantly to customer loyalty and customer loyalty is not contributed significantly by commitment and conflict handling in the relationship marketing. And also there is a significant mean different in customer loyalty among different age groups. This research focuses on banking services in one particular district of the country; therefore further research in other sectors may be necessary before generalization can be made on the entire service industry Based on the finding of the study, there are a few key points that can be used to conclude this research paper. It is very important that the relationship marketing in the private commercial banks in Jaffna peninsula contributes to the customer loyalty. Mainly trust and communication dimensions in the relationship marketing contribute to the customer loyalty.

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Keywords

Relationship marketing, Customer loyalty and Trust.

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