Abstract:
Objective is to examine the impact of relationship marketing strategy on
customer loyalty. A questionnaire derived from previous studies and the
relevant Literature was completed by 102 bank customers in Jaffa;-
district, Sri Lanka. Multiple regression analysis assessed the impact on
customer loyalty of four key constructs of relationship marketing such
as trust, commitment, communication and conflict handling. And also ttest
and f-test were utilized to find out the significant mean different in
customer loyalty among personal demographic variable. Relationship
marketing contributes significantly to customer loyalty and predicts 30
percent of the variation found. Trust and communication in the
relationship marketing contribute significantly to customer loyalty.
Customer loyalty is not contributed significantly by commitment and
conflict handling in the relationship marketing. There is a significant
mean difference 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. It reinforces and refines the body of knowledge relating to
customer loyalty in Service industries.
