Perception of Relationship Marketing Orientation among Customers - Special Reference to Licensed Commercial Banks in Sri Lankan Context Dhanushanthini Y. Dhanu1780@yahoo.com Abstract During the past years, the traditional transaction approach to marketing has been challenged and relationship marketing is suggested as a better option. It has changed the focus of marketing from short term orientation to a long term perspective and emphasis long-term, mutually beneficial relationships between buyers and sellers. Normally service organizations specially banking sectors are relationship oriented and mainly focus on customer retention. This research was carried out with the objectives of evaluating the existing relationship marketing orientation in both private and public Sri Lankan licensed commercial banks. Quantitative methodology has been applied and questionnaire was used to collect data.1000 household customers have been selected based on non probability sampling method. Findings revealed that relationship marketing orientation is existing in moderate level in licensed commercial banks, Sri Lanka. Key words: Licensed commercial banks, Relationship Marketing (RM), Relationship Marketing Orientation (RMO), Sri Lanka Introduction During the past years, the traditional transaction approach to marketing has been challenged and relationship marketing is suggested as a better option. It emphasizes long-term, mutually beneficial relationships between buyers and sellers (Day and Montgomery, 1999). Mutual benefit means, both parties (Customers as well as the organization) engaging in the relationship marketing achieve their objectives or benefits. From the organizational point of view, relationships marketing help to create loyalty, positive effects on profitability (Reichheld and Sasser, 1990; Rust and Zahorik, 1993) and will contribute to a firm‟s competitive advantage. Thus organizations seek benefits in order to develop a relationship with their customers, So that they will be able to create a competetive advantage (Rashid,