Abstract:
Relationship marketing is identified as the most important concept under the
marketing paradigm and it is also recognized as the strategic concept to the business to
business practices to enhance the customer loyalty within the hyper competitive
environment. In this context, the study examined the influence of relationship marketing on
customer loyalty with six underpinning dimensions of relationship marketing practices as
trust, competence, communication, conflict handling, commitment and bonding. The study
employs exploratory factor analysis and multiple regression analysis to come to the general
conclusion which is based on the sample respondents. Study covered the Colombo district
and applies the facts on business customers. Results of the study might stress the
underpinning relationship between relationship marketing and customer loyalty. A
questionnaire was completed by 108 customers of Arpico Interiors, who represent the
executive level. The findings revealed that the RMP significantly influence on CL in Interiors
Company. Among the dimensions competence, commitment and bonding enhance the
customer loyalty. Implications are derived from the results and recommendations are
discussed.
