Impact of Customer Relationship Marketing on Customer Loyalty with Special Reference to State Sector Commercial Banks in Sri Lanka

Abstract

This article aims to analyze the impact of customer relationship marketing on customer loyalty within state-sector commercial banks in Sri Lanka. In today's competitive global marketplace, relationship marketing is recognized as a valuable tool for organizations seeking to establish enduring relationships with their customers. The significance of relationship marketing has increased in recent years as a means to foster long-term customer relationships and inspire loyalty. A quantitative research design was employed for this study. The convenience sampling method was used to collect data from 360 customers who had conducted transactions with state-sector commercial banks in Sri Lanka. Data were gathered using a structured questionnaire administered online. The findings indicate that trust, commitment, communication, conflict handling, and competence all have a positive and significant impact on customer loyalty within state-sector commercial banks in Sri Lanka.