Abstract:
Highlighting customer loyalty as a competitive asset to business organizations, this paper investigates the
significance of customer loyalty in relationship marketing and market orientations. Drawing insights from the
marketing discipline this study was conducted to identify the behaviour of customer loyalty in the light of
commitment with the objective of investigating the impact of relationship marketing and market orientations on
customer loyalty. A dyadic approach was adopted focusing on bank marketing managers and their customers in
Sri Lanka. The findings suggest that commitment acts as a strong determinant of loyalty. However, the findings
negate the notion that relationship marketing and market orientations have an impact on customer commitment.
These findings highlight Sri Lankan banks employ more rational approach to meet customer expectations by
combining relationship marketing and marketing strategies ensuring customer loyalty. Implications are drawn
from these findings and directions for future research are discussed.
