Browsing by Author "Gunawardane, Nisal"

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Brand Experience in Driving Consumer Repurchase Intention of Retail Fashion Brands
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Madhushani, D. P. S. R. P.; Gunawardane, Nisal
Brand experience considered to be an antecedent of purchase intention of retail fashion brands yet literature on the relationship among brand experience and repurchase intention is inconclusive in nature. Experience generates memorable brand elements which enhance phycological status of customers hence consumers tend to get influence by the brand and its experience towards a purchasing behavior, from now the study examined the relationship among brand experience and repurchase intention of retail fashion brands. The study used quantitative research design with Convenience sampling method. It collected data from 320 of respondents in western province those who visit retail fashion brand outlets. Data were collected using a structured questionnaire through an online questionnaire. The result of the study has shown a positive and significant impact of brand experience on consumer repurchase intention. Also, it identified that Sensory experience, Behavioral experience and Intellectual experience highly effect on consumer repurchase intention and affective experience is the least influencing factor to repurchase intention of consumer.
The Effect of Telecommuting for the Performance of Marketing Job roles in Sri Lankan Life Insurance Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Fernando, N. H. D. N.; Gunawardane, Nisal
In Sri Lankan Life Insurance Industry, marketing job roles play major part for the business. From the starting point of twenty twenty most of the organizations used work f home for the business. Hence this study based on theoretical practical the main literary performance that shows were the all four dimensions not been examined in a study. To address accordingly for the literary performance and according to the significant relationship between people, technology and work environment this study has been examined the significant relationship. And the significant of the practical aspect shows that the industry can use telecommuting as a tool to increase the business. The findings are utilized to identify the significant relationship of employee performance and telecommuting. As this study was in qualitative in nature inductive method used and in-depth interviews has been used to gather primary data. Force Feld Analysis has been used to analyze the data and developed hypothesized tested with corded interview transcripts. Snow Ball sampling method was the sampling method used to gather primary data. Through identifying the significant relationship researcher has shown the relationship between work location and peer relation is positive and a weak relationship and other dimensions were positively effect for employee performance in marketing job roles in life insurance industry Sri Lanka.
Emergence of Online Relationship Marketing in the Age of COVID-19: Importance of Personalization of Websites Towards Customer Loyalty in Retail e-Commerce Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Ramachandran, Y; Gunawardane, Nisal
Online presence and technology have recently altered establishing relationships between businesses and their clients due to the interference of COVID-19. Nonetheless, there is a lack of emphasis and theorization in describing the relationship between Online Relationship Marketing activities and their influence on company relationship marketing objectives in Sri Lanka. As a result, this research aims to examine the signaling impact of Online Relationship Marketing operations such as Personalization, E-Service Quality, and Customer Satisfaction of e-commerce websites towards Customer Loyalty and examine the influence made by Online Trust on the relationship of Online Relationship Marketing and Customer Loyalty. A quantitative study was carried out by gathering data from a sample of 384 e-commerce consumers through an online survey. Hypotheses were tested using SPSS software. The study's findings proved that the Personalization of e-commerce websites has a positive and significant impact on Customer Loyalty, and Online Trust significantly mediates this relationship. Moreover, the indirect impact of E-Service Quality and Customer Satisfaction towards Customer Loyalty through Online Trust is higher than the direct impact. This study highlights the importance of online relationship tools used on e-commerce websites and its need to communicate appropriate signals to influence Online Trust and Customer Loyalty. Further, the other factors influencing Customer Loyalty towards e-commerce websites in the Sri Lankan context have yet to be studied.
Green Packaging on Customer Purchase Intention: Examining the Mediation of Brand Image with Special Reference to RTD Milk Beverages Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Peiris, G. C. C.; Gunawardane, Nisal
The change in consumer behaviour resulted in manufacturers behaving in an environmentally friendly manner, which has an immense influence on environmental sustainability. Consumer behavioural studies in ecological sustainability indicate a lack of knowledge; thus, this study explores the association between the influence of green packaging on the purchase intention of ready-to-drink milk beverages and the impact of brand image on the relationship between the influence of green packaging on purchase intention. The study used a quantitative research strategy with a convenience sampling technique by utilising a structured questionnaire to obtain primary data from three hundred and ninety (390) respondents. The study's conclusions demonstrate that the identified variables of green packaging positively and significantly impact purchase intention. At the same time, brand image positively and significantly mediated the effect of green packaging on purchase intention. The study's findings contribute to environmental sustainability and marketing literature, highlighting the importance of communicating about green packaging attributes and integrating them into corporate communication strategies.
Impact of Brand Personality on Brand Equity, Examining the Mediating Effect of Brand Love in Automobile Industry of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Nipun, A. A. T.; Gunawardane, Nisal
Brand Personality appears to be an effective strategy, which used by automobile industry in order to influence their customers. Yet brand personality in creating brand equity is not properly established through the previous literature thus, the purpose of the study is to identify the significance of brand personality in creating Brand Equity of motorcar brands in Sri Lanka. Further brand love identified as an element which is having an influence on the relationship of brand personality and brand equity. People who own automobile motorcar were used as the unit of analysis and convenience-sampling technique was used to extract 320 of respondents. Survey method was used as the data collection method and a self- administrated and standard structured questionnaire was distributed among respondents to collect data. Furthermore, it identified that Sincere, Excitement, Competence, Sophistication and Ruggedness the dimensions of brand personality positively impact on the Brand Equity of automobile motorcars while brand love mediated the relationship of brand personality and brand equity of automobile brands, Thus Brand Personality identified as one antecedent which enhance brand equity of automobile motorcar brands.
The Impact of Customer Loyalty Programs on Customer Retention: Examining the Mediating Effect of Customer Satisfaction with Special Reference to Supermarket Industry of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Kavindya, U. G. G.; Gunawardane, Nisal
In the dynamic landscape of the modern business world, companies strive to gain a competitive edge through the implementation of customer loyalty programs. These initiatives enhance customer satisfaction, foster loyalty, and ultimately increase customer retention. The inconclusiveness between customer loyalty and customer retention paved the way for this study, which has developed a research model followed by a systematic literature review. Further, the influence of customer satisfaction on the relationship between customer loyalty programs and customer satisfaction is also studied. The study adopted the quantitative research design, and the study was conducted by collecting three hundred ninety-five (395) responses by adopting the convenience sampling method. The findings from the analysis indicated that customer loyalty programs have a positive and significant impact on customer retention, while customer satisfaction positively and significantly mediated the impact made by customer loyalty programs on customer retention in the supermarket industry of Sri Lanka. The study outcomes offer actionable strategies for the Sri Lankan supermarket industry to enhance loyalty initiatives and improve customer retention.
Impact of e-Service Quality on Student’s Satisfaction with Special Reference to Online Learning of Sri Lankan Government Universities
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Appuhami, J. A. C. D.; Gunawardane, Nisal
With the impact of Covid 19 education sector compelled to use online platform for its operations, empirical evidence is to a lesser extent investigate the relationship of e service quality of territory education and satisfaction of service users. Strong developments of information and communication technology and its applications are used to change the educational industry globally which the impact of local context of Sri Lanka is to investigate about it. ICT development led to educational industry to implement new technologies to teaching and learning processes which is beneficial to both the teaching faculty and the learning partners. This article aims to investigate the impact of e - service quality on student’s satisfaction of online learning by considering government territory education system. The study employed quantitative research design, and the primary data were collected through structured questionnaire. The data collected from 364 respondents by using an e-questionnaire. The researcher used random sampling method and was used SPSS software for the data analyzes purpose. The results demonstrated that ICT, e-service quality and e-information quality make a positive contribution towards e-learning for the students, which ultimately leads to positive students’ satisfaction.
The Impact of Employee Empowering Leadership Behavior on Customer Loyalty with Special Reference to Banking Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Lakmali, W. M.; Gunawardane, Nisal
The employee involvement in business sector considered as an important element which contribute for the enhancement of business performance. Theories of empowering leadership behavior discussed about the employee empowerment aspect which its relationship towards customer satisfaction and loyalty is yet to investigate thoroughly. Hence this research aims to analyze the influential behavior of employee empowering leadership behavior towards customer loyalty. The reviewed literature supported to develop an integrative research model, and it was tested by using the data collected from 211 followers who obtain banking service, through an online survey. The findings of the study demonstrated a significant impact of employee empowering leadership behavior on the customer loyalty.
Impact of Facebook Content Marketing on Purchase Intention of the Fast-Food Industry with Special Reference to Gen Y
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Munasinghe, M. G. I. M.; Gunawardane, Nisal
Content marketing creates a favorable platform for brands to inform and persuade consumers about the brand's features and benefits. Facebook and its content creation for brands, products, and services make the brand stand out from the competition. Generation Y is an early adopter of social media content. The literature on social media in creating purchase intentions is vague in the context of the fast-food industry. Thus, this research intends to study social media content marketing in developing the purchase intention of fast food by Generation Y. The study adopted convenience sampling in collecting responses from two hundred and seventy (270) respondents. The results of the study indicated that Facebook content marketing has a significant impact on the fast-food purchase behaviour of consumers, which contributed to the theory and practice of building a solid justification for the context of the study.
Impact of Mobile Banking Service Quality on Customer Satisfaction: With Special Reference to Government Commercial Licensed Banks in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Karunarathne, E. M. U. V.; Gunawardane, Nisal
Mobile banking has become the forefront of financial transactions and the service quality offered by mobile banking services are creating impact towards customer satisfaction about the financial service provider. The concept of mobile banking and the customer satisfaction having reported rigorous empirical investigations, yet the relationship is not firmly established. Consequently, the study aims to examine how service quality of mobile banking, especially in the government commercial licensed banks, effect on customer satisfaction. The study employed the SERVQUAL Model developing the research framework, accordingly 384 respondents of mobile banking users used as the sample for the survey those Individuals above 18 years who are using mobile banking services of government commercial licensed banks. Quantitative research strategy was applied for the research and data collected through online survey. Results demonstrated that two variables namely responsiveness and empathy of mobile banking service quality is having a positive, significant relationship with customer satisfaction. Yet, tangibility, reliability and assurance of mobile banking service quality indicated having no relationship with customer satisfaction.
Impact of Multi - Sensory Brand Experience on Customer Value: Examining the Mediating Effect of Store Image with Special Reference to Clothing & Textile Store
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Wickramasighe, H.A.; Gunawardane, Nisal
Multi- Sensory brand experience are widely spread in the field of clothing and textiles stores in Sri Lanka as a promotional tool. This concept impacted in creating customer value. The purpose of this study is to identify the impact of multi- sensory brand experience on customer value with impact by mediating effect of store image on consumers in western province whose willingness and ability to make purchase decisions on clothing and textiles. Literatures revealed that this concept has been paid little attention from the perspective of customer value in terms of understanding the creation of store image. Although the sensory marketing model highlights that generating value will be progressed through this model without showing any relationship. As this study is quantitative in nature, a self- administrative questionnaire for collecting primary data has been used and the multi- level mixed sampling method has been used to identify and collect data from 250 respondents. Data was analyzed through multiple regression model. Findings indicated that there is a positive relationship between multi-sensory brand experience and customer value. Sense of sight and touch have greatly influenced on multi – sensory brand experience in clothing and textile stores. The new insights of the study are that the multi- sensory brand experience has a great impact on customer value when mediated with store image. The research study completed on the above area provides important implications for practitioners and academicians.
Impact of Multi – Sensory Branding on Customer Brand Engagement: Investigating the Mediating Effect of Brand Experience with Special Reference to Modern Trade Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Anuradha, W. T. D.; Gunawardane, Nisal
Modern trade sector in Sri Lanka, identified as an emerging competitive market where opportunities for brand differentiation is less. Consumer decision making in modern trade sector mainly based on emotional and experiential elements; hence consumer five senses act as a crucial element of multi-sensory branding in modern trade sector. Literature identified an inconclusiveness among multi-sensory branding and brand engagement within the context of modern trade sector. Further brand experience recognized as a mediation among the main relationship of multisensory branding and brand engagement. The study conducted on a sample of 250 customers of Cargills, Keels, Arpico, Laugfs, Glomark, Spar and Sathosa in western province conducting the study. The study adopted quantitative method through convenience sampling technique. The relationship among multisensory branding and brand engagement were significant with brand experience as a partial mediator.
The Impact of Omnichannel Approach on Customer Purchase Intention Examining the Mediation of Customer Satisfaction with Special Reference to Supermarkets in Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Chiranga, H. A. C.; Gunawardane, Nisal
The advancement of the internet and new technologies has revolutionised retail settings, integrating online and physical channels to provide consumers with seamless and consistent shopping experiences, known as the omnichannel approach. However, evidence from the literature on the relationship between the omnichannel approach and purchasing intention is still in its infancy. Moreover, the role of customer satisfaction as an influencer between the omnichannel approach and purchase intention requires further investigation. Using the survey method and data from a sample of three hundred (300) respondents, our study delved into this unexplored territory. We found that performance expectancy, effort expectancy, habit, social influence, and hedonic motivation all influence consumer purchase intention in an omnichannel environment. These novel findings not only contribute to the enhancement of the UTATU2 but also provide practical insights for marketers and supermarket owners. They can effectively utilise the omnichannel approach to offer a unique shopping experience and increase sales, empowering them to make informed business decisions.
The Impact of Online Banking Services on Customer Loyalty: With Special Reference to Sri Lankan Government Commercial Banking Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Isurika, M. L. P.; Gunawardane, Nisal
With the new technology advancement and the environmental changes creates a platform for the Banking sector to modify its activities into online banking from traditional banking services. Empirically it is proven that Online Banking has become an important aspect in creating a user-friendly transaction environment both banking sector and the customer. Loyal customers are much important for banks as they generate the considerable contribution for business growth. The empirical evidence on online service platforms and loyalty is a budding area, and accordingly it needs more focus and deep down analysis in order to conclude the relationship of online service platform and customer loyalty. Based on the provided evidence by literature the study focused on analyzing how online banking services impact on making a loyal customer in long term. In sequence with prior literature and empirical evidence, this study developed an integrative model, and it was tested by using data collected from 388 respondents. Multiple regression analysis was performed to test hypotheses. The outcomes indicated that customer loyalty was influenced by the online banking service dimensions of privacy & convenience, content & website layout, speed of delivery, and accessibility. And also, the findings of this research will aid for understanding the factors influencing for online banking customer loyalty and what extent the online banking services of Government commercial banks are using by Sri Lankan customers.
Impact of Online Reviews on Hotel Booking Intention: With Special Reference to Star Class Hotels in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Abeysekara, T. G. G. S.; Gunawardane, Nisal
Due to the rapid growth of Internet as a great tool for sharing and disseminating of information, online reviews have become an essential source of information. When conferring to the existing literature, there’s inconclusive literature to be solved whether the online reviews have a real impact on booking intention towards the star class hotels in Sri Lankan context. Also, there are lack of previous works regarding the controlling role of brand image relating to this phenomenon. Therefore, this study is aimed at empirically investigating the impact of online reviews on hotel booking intention of star-class hotels in Sri Lanka. The quantitative research approach was adopted, and the study developed a research model based on the literature and tested it empirically by gathering data from 246 domestic travelers through an online survey. The results of the research revealed that online reviews are having a significant impact on hotel booking intention. Consequently, the usefulness of online reviews, reviewer expertise, volume of online reviews and the negative online reviews have a positive and significant impact on hotel booking intentions. In addition, it was found that brand image is having a significant impact on the relationship between online reviews and hotel booking intentions. The findings of this study contribute to the hotel sector, especially hospitality practitioners, who can use the recommendations provided by the study in order to enhance their consumer review management system. it’s recommended to conduct future studies focusing on both domestic and inbound travelers and the effects of online reviews on revisit intention.
Impact of Sensory Branding on Brand Loyalty of Franchised Fast- Food Outlets
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Jayathilake, G. H. V. D.; Gunawardane, Nisal
Sensory Branding has been broadly considered to be an innovative technique applied by brands over recent years to enhance value and Brand Loyalty. Though it has been identified that application of sensory branding results in Brand Loyalty, previous literature evidence that the impact of sensory branding on Brand Loyalty differs according to the industries and market changes. Thus, the purpose of this study is to investigate the impact of Sensory Branding on Brand Loyalty with special reference to franchised fast-food industry in Sri Lanka. This investigation was conducted as a quantitative research in which the data was collected through non-random sampling technique. A total of 305 questionnaires distributed among the respondents from Colombo, Gampaha and Kalutara were analyzed through SPSS.According to the outcomes, the impact of sensory branding on Brand Loyalty has been identified to be strongly positive when it comes to franchised fast-food industry in Sri Lanka. The study originally contributes to the franchised fast- food industry in Sri Lanka in which sensory branding can be optimized to enhance Brand Loyalty.
Impact of Service Quality of Self-Service Technology on Customer Satisfaction of Generation Y: Investigating the Mediating Effect of Corporate Image with Special Reference to Licensed Commercial Banks in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Abeynaike, S.; Gunawardane, Nisal
Service quality of self-service technology of licensed commercial banks has gained a tremendous popularity all over the world. The concept of self-service technology and its impact on the customer satisfaction is inconclusive in literature. Generation Y claimed to be the technologically savvy group who use to be the main cluster involve with this phenomenon in global and local context. Corporate image recognized as a factor which influencing on the relationship of self-service technology service quality on customer satisfaction. The study focused on people between the ages of 21 and 41, who live in the Western province those who are using internet or mobile banking of licensed commercial banks in Sri Lanka. The study collected data from 200 respondents using convenience sampling method by using survey technique for the data collection. The results revealed that self-service technology service quality significantly impacts on customer satisfaction while corporate image influenced in the impact made by self-service technology service quality on customer satisfaction of generation Y customers of licensed commercial banks in Sri Lanka.
The Impact of Service Quality on Customer Satisfaction with Special Reference to Motor Insurance Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Garusingha, G. S. R.; Gunawardane, Nisal
Motor insurance has been a frequently researched subject in the Western part of the world yet there is only limited and rare research on the aspect of service quality of insurance providers towards customer satisfaction of motor insurance. Hence this study aims to investigate the relationship among the service quality aspect of motor insurance towards customer satisfaction. Service quality can be mentioned as one of the significant factors which influence the satisfaction of the customers. Thus, with this aspect the study has been carried out to identify the impact of service quality on customer satisfaction. The research was based on deductive research approach and quantitative research method. The research used a self-structured questionnaire as main tool in collecting data, and the research based on the population of customer in terms of motor insurance sector. The data was analyzed with SPSS and the findings were represented through the descriptive as well as analytical tools. Findings of the study revealed that the factors such as assurance, reliability, tangibles, empathy which are major elements of measuring service quality have significant impact over the customer satisfaction. And it was recommended that improving the above-mentioned factors when delivering the services can increase the service quality and customer satisfaction to a greater level.
Impact of Service Quality on Customer Satisfaction: A Case of Sri Lankan Supermarkets
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Dilhani, K. S.; Gunawardane, Nisal
Service quality has been examined by different scholars based on various industries. The established literature on service quality on customer satisfaction needed to have a further examination in connecting the business performance of supermarket industry. Thus, it is important to identify the impact of service quality on business on customer satisfaction in order to identify the business performance of supermarket business in Sri Lanka. It was reported that, in the last two decades, Sri Lanka's supermarket business has been rapidly growing owing to different factors, yet the service quality aspect is not firmly identified towards the customer satisfaction and business performance improvement. Hence the main objective of the study was to discuss the impact of service quality dimensions on customer satisfaction by considering the Sri Lankan supermarket business. Service quality consists of five elements namely tangibles, responsiveness, empathy, assurance and reliability. The researcher used a quantitative research approach to collect primary data by sending a self-administered questionnaire to 384 supermarket customers. The tested hypotheses demonstrated that Tangible, Reliability, Responsiveness, Assurance, and Empathy all had a positive and significant impact on customer satisfaction. In addition, the findings of this study will aid in the understanding of the factors that influence customer satisfaction, as well as provide implications for supermarket management in terms of improving service quality.
The Impact of User Generated Content on Online Purchase Intention of Retail Fashion Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Sameera, T. M. V.; Gunawardane, Nisal
People often looking for real-life inspiration for purchasing new products and the Covid 19 paved the way for using online platform for retail fashion brands in order to reach to its target group. Literature revealed that, the retail fashion industry is one of the best fits for use user-generated content in promoting products for its target customers, yet its inconclusiveness towards purchase intention of retail fashion brands needs further investigation. Thus, purpose of this study is to identify the impact of user-generated content on the online purchase intention of the retail fashion industry in Sri Lanka. The study conducted using a quantitative research design by collecting data from 207 respondents in western province of Sri Lanka using convenience sampling method on Facebook and Instagram. The result of the study discussed the main four-element affect the online purchase intention of retail fashion, but one element is not strongly affecting which was namely perceived usefulness. This element has a weak relationship with the online purchase intention of retail fashion brands. Additional variables that can be identified namely perceived credibility, perceived risk, and information quality have a positive significant impact on online purchase intention. Finally, the result indicated a positive and significant relationship between user-generated content and online purchase intention. These results of the survey would be benefited to marketers and online business operators to develop marketing strategies who are interested in the fashion retail industry.