A Study on the Determinants of Customer Loyalty

Due to the more and more fierce competition in today’s business many companies are required to build long-term profitable relationship with customers and to achieve customer loyalty. Therefore concept of customer loyalty has become more and more important since last decade of 20th century especially in service industry. There are many different relationship marketing tactics implemented for retaining customer. However some of those tactics did not affect customer loyalty effectively and switching behaviors frequently occur among most of targeted customers. Therefore this study is aimed to investigate the factors influence on customer loyalty in Sri Lankan telecommunication market.