Senior Lecturer, Department of Marketing, University of Jaffna
Services are rapidly growing into a major contributor to the nation as well as the world economy. Such analysis would helpful to guide to actions that must be taken by the service provider to retain it's predict customers. The purpose of this study was to find out how customers enjoy the benefits of service producers in Service industry in Sri Lanka. The objective of this study is to find out the relationship between relationship marketing activity and Customer Satisfaction. Telecommunication Industry is one of the fastest growing service sector in Sri Lanka and worldwide. Primary data were collected from the customers through well designed questionnaires. Targeted area is Jaffna district and sample size is 500. Interview and focus group discussion was taken placed to find out the influences on purchasing. Collected data has analyzed by quantitative techniques and Ms excel sheet used to interpretation. It has found out there is a positive relationship between Relationship marketing and customer satisfaction. Also results expressed that agreed level of Service quality would increase customer satisfaction leads to higher level of Customer Satisfaction.
Relationship Marketing, Customer Satisfaction, Service Quality
