Abstract:
The strong rivalry characterizing today's business environment has resulted to the building
of stronger firm-customer relationships.. By building relationship with customers, an
organization can also gain quality sources of marketing intelligence for better planning of
marketing strategy. Although past studies provide knowledge regarding the nature and
importance of banking relationships with a customer. Retaining the profitable customers
has become increasingly difficult in a competitive environment where other financial
institutions specialize in offering attractive services and prices to this lucrative segment'
ln the highly competitive, complex and dynamic environmenlof the banking industry, the
very slight differences which exist in financial services and products together with an
increasingly demanding customer have led to a great transformation in the industry. The
traditional product-oriented bank is becoming ,increasingly customer-oriented in
accordance with the basic principles of relational marketing, which focuses on customer
loyalty as its main goal. Therefore, the examine the actual impact of the underpinnings of
relationship marketing on customer loyalty. Conversely, in common with most service
industries, customer loyalty is an important aspect of stability and growth within the banking
sector because maintaining an existing customer provides several economical benefits
This research was carried out with the objective to identify the impact of relationship
marketing on customer loyalty in commercial banks in Sri Lanka. Quantitative methodology
has been applied and questionnaire was used to collect data from 600 household
customers selected based on non-probability sampling method.
