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Asian Tribune is published by World Institute For Asian Studies|Powered by WIAS Vol. 12 No. 2962

Using the theory of Relationship Marketing to win the Hearts of Tamils

By Nalin Abeysekera, Lecturer , Open University of Sri lanka,

The great humanitarian operation that unified our motherland under a single national standard has opened the path to our nation that is eager to step forward to a future of greatness and distinction, said President Mahinda Rajapaksa addressing the Nation from Galle Face Green after receiving the scrolls from the Three Forces’ Commanders and the Inspector General of Police informing him about the victorious conclusion of the humanitarian mission of defeating terrorism. Ground commanders and hundreds of troops in the Army as well as other forces sweated day and night for victory over terrorism in this country.

To maintain this victory form the part of government there should be a plan to win the hearts of Tamil community. As president correctly mentioned in May 19th while addressing the parliament about the victory we have achieved by defeating the LTTE is not only the victory of our country, our motherland. But also to protect the Tamil population in this country .This article try to interpret the theory of Relationship marketing in order to address the problem.

The term "Relationship Marketing” has become a popular concept among the practitioners of marketing as well as academics during the last decades. Various academic and professional organizations defined relationship marketing in different ways. According to the Grönroos (1990) “Relationship Marketing is to establish, maintain and enhance long-term relationship with customers and other partners, so that the objectives of the parties involved are met. This is achieved by a mutual exchange and fulfillment of promises".

Hence there is a need to build up a long term relationship with the Tamil community of the country. This will lead to the government to prosper its economic development while ensuring the national integrity. Morgan and Hunt in 1994 defined relationship marketing in a way which can relate directly to the problem. They understand the Relationship marketing with two concepts namely as relationship commitment and trust. Relationship commitment refers to “an ongoing relationship with another that is so important as to warrant maximum efforts at maintaining it" .

Trust defined as to" willingness to rely on an exchange partner in whom one has confidence". So according to that definition commitment and trust can be considered as important in this regards. If government can develop the infrastructure, education, health sector as well as other facilities for the Tamil community in north and north east.

Then it will enhance the trust towards to the government and ultimate ended up with the commitment towards the government.

According to the research if you increase the trust then it will ultimately increase the commitment of the people. Both trust and commitment are invariably associated with the prerequisite that the relationship is of significantly high importance to one or both parties. (Morgan and Hunt, 1994)

Therefore it is a responsibility of the government to develop the areas which were affected by the war and use this model of relationship marketing (trust and commitment) to win the hearts of the Tamil people. Then we can be proud of as nation with united motives. Moreover this will be the Island full of resources with human value.


Grönroos, C. (1990), Service Management and Marketing: Managing the Moments of Truth in Service Competition, Lexington Books, Lexington, MA.,

Morgan, R.M., Hunt, S.D. (1994), "The commitment-trust theory of relationship marketing", Journal of Marketing, Vol. 58 pp.1-38

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