Perception of Relationship Marketing Orientation among Customers -Special Reference to Licensed Commercial Banks in Sri Lankan Context

Abstract

During the past years, the traditional transaction approach to marketing has been challenged and relationship marketing is suggested as a better option. It has changed the focus of marketing from short term orientation to a long term perspective and emphasis long-term, mutually beneficial relationships between buyers and sellers. Normally service organizations specially banking sectors are relationship oriented and mainly focus on customer retention. This research was carried out with the objectives of evaluating the existing relationship marketing orientation in both private and public Sri Lankan licensed commercial banks. Quantitative methodology has been applied and questionnaire was used to collect data.1000 household customers have been selected based on non probability sampling method. Findings revealed that relationship marketing orientation is existing in moderate level in licensed commercial banks, Sri Lanka.