Abstract:
Managing effective Relationship Marketing Practices are increasingly important in the
banking industry. Since the length in years of customer relationships are one of the most important
factors that contribute to the profitability. As a result Customer Satisfaction may be one important
driver of Customer Retention
The goal of this research project is identify and assess impact relationship marketing
practice on loyalty in local commercial banking sector in Jaffna.
The research was mainly based on data, collected from customers in Jaffna commercial
banks. Quantitative methodology has been applied and questionnaire was used to collect data,
descriptive statistics as well as inferential statistical analysis using SPSS. 17.0 household customers
have been selected from 34 licensed commercial banks that comprised of public and private bank.
Multiple regression has been used for the analysis .The results of the statistical analysis showed that
is a strong positive impact of relationship marketing practices on customer on Loyalty. Therefore
these findings will help the banks to establish a customer oriented strategy to retain their customers
in future.
