Abstract:
Since the end of the war in May 2009 the Central Bank has approved
new bank 45 branches to be setup in the Northern peninsula. Already 11 banks have
commenced operations. Hence it is clear that a bank operation in the war affected area
is booming. It is worthwhile to compare this operation by looking at the perspective of
private bank and state bank. The purpose of this study was to find out how customer
relationship marketing (CRM) can be sued as a strategy to compete in the market. This
study found out how the concept of relationship marketing helps to increase the
operation in the banking system. Primary data were collected from the customers of
Peoples bank and Sampath bank through focus group discussion and interview. The
Sample was 100 customers who visit once in a week at least. Most of the collected data
analyses by qualitative methods to find out the Relationship marketing orientation of
customers. Relationship marketing has been operational zed by using the model of trust
and commitment (Morgan and Hunt 1994). It has found out there is significance
difference in "relationship marketing orientation" in state bank and private bank.
Additionally it has revealed mat most of the female customers preferred Customers
relationship marketing (CRM) than male customers. Further it has disclosed there is an
impact on duration which customers spend with the bank and CRM. This research will
highlight the importance of relationship marketing practice in both private and the state
banking sector. This research can be expanded in other areas of services in business to
business as well as business to customer.
