Abstract:
Banking sector can be considered as main recipient in recent economic downturn. There
is a need for better strategies in this sector. As a result of the continuing movement
towards deregulation and the associated increase in competition, establishing a long-term
institutional relationship with corporate clients becomes of great importance to the banks
in order to gain a moderate or greater share of the financial market and of a corporation’s
business. In effect, because the bank provides its corporate client with additional
facilitating and supporting services, the demand for banking products and services by a
partnership relationship client will be less sensitive to price than is the demand by a shortterm,
non-relationship customer. This study examines the commitment-trust dimension of
the relationship marketing paradigm in Sri Lankan’s corporate banking sector. Random
sample method has been used with questionnaire. The findings show that the marketing
strategy and a long-term marketing orientation were positively correlated with customer
commitment and trust. And To continue to be successful in the corporate sector, banks
must invest in the long-term relationship marketing activities.
