Abstract:
Customer relationship marketing (CRM) is considered as "attracting,
maintaining and enhancing customer relationship". A paradigm shift which has taken
place in service sector created a shift from transaction oriented marketing to relationship
marketing. The purpose of this study is to identify the relationship marketing variables
and examine the relative importance of them for the Sri Lanka Telecom. Prominent
variable such as trust, commitments, empathy and equity (Ndubisi 2004) were used to
measure the CRM. Furthermore, in this study, attention has been paid to measure
market performance through following appropriate variables such as market position,
customer's perception customer loyalty, and company image. This study is descriptive
in nature and based on both primary and secondary data. The data was collected through
a self administered questionnaire and administered to a sample consists three hundred
thirty (330) customers of the Sri Lanka Telecom. Research study focused on only Jaffna
branch. This study disclosed that the correlation value between customer relationship
marketing and market performance is 0.743. It is significant at 0.01 levels. There is
positive linear relationship between customer relationship marketing and market
performance. According to the Regression analysis, market performance is influenced
by customer relationship marketing by 55%. This study pointed out that customer
relationship management is interrelated with market performance.
