Browsing by Author "Gunawardhana, W. A. D. N. R."

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Impact of Brand Experience in Developing Brand Loyalty with Special Reference to Upscale Fine-Dining Restaurants in Colombo
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Malalarathna, M. A. B. A. U.; Gunawardhana, W. A. D. N. R.
The restaurant sector is heavily relied upon by Sri Lanka as a crucial component and focal point of the tourism industry. Both globally and within Sri Lanka, fine dining and the attraction to upscale restaurants are emerging concepts. Although numerous studies have been conducted on local restaurants and dining, as well as on brand experience and brand loyalty in foreign countries, a significant gap in research specifically concerning fine dining and upscale restaurants within Colombo's restaurant sector has been identified. This study was conducted with the primary aim of investigating the influence and impact of brand experience on the development of brand loyalty, with a particular focus on fine-dining upscale restaurants in Colombo, addressing both empirical and practice gaps. A deductive approach was employed, with the conceptual framework being derived from existing literature and tested using data collected from 337 respondents. To ensure the accuracy of the data and achieve the study's objectives, secondary data from related literature were utilized, and primary data were collected through an online questionnaire, employing a convenience sampling method. The data were analysed using SPSS software. The findings revealed a significant impact of brand experience on the development of brand loyalty towards upscale fine-dining restaurants in Colombo. Additionally, managerial implications are discussed in the discussion section.
Impact of E-service Quality on Customer Satisfaction in Internet Banking, with Reference to Licensed Commercial Banks in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Sisirakkody, K. G. N. K.; Gunawardhana, W. A. D. N. R.
Internet banking represents a critical service offered by the banking industry. This study aimed to examine the E-Service Quality elements that affect customer satisfaction within the context of Internet banking in Sri Lanka. A quantitative research strategy was employed, and a comprehensive survey using a self-administered questionnaire was utilized as the primary research instrument. Data were collected from Sri Lankan respondents through a non-probability convenience sampling approach to test the hypotheses. A total of 416 Sri Lankans responded to an online-generated questionnaire; however, 53 respondents were excluded from the study due to their lack of familiarity with internet banking. Data analysis was conducted using SPSS 26. To ensure the overall validity of the questionnaire, content validity and construct validity were assessed, and reliability was measured using Cronbach's alpha. The empirical results indicated that the conceptual framework applied in this study effectively explains the relationship between e-service qualities and customer satisfaction. The main dependent variable was analyzed based on seven dimensions: efficiency, fulfillment, system availability, privacy, responsiveness, compensation, and contact. Seven hypotheses were tested concerning the dimensions of e-service quality and customer satisfaction. The results revealed that efficiency, system availability, fulfillment, contact, and responsiveness had a significant positive impact on customer satisfaction. In contrast, Compensation and Privacy did not significantly affect customer satisfaction. The study's findings provide valuable insights for academics, bank managers, and practitioners in developing and implementing strategies to enhance customer satisfaction and service quality in Internet banking.
The Role of Brand Love in Developing Customer Purchase Intention with Special Reference to Smartphone Industry of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Lakmal, D. M. N.; Gunawardhana, W. A. D. N. R.
In Sri Lanka, numerous smartphone brands have attracted distinct groups of customers, making it valuable to explore the reasons behind customers' choices for particular brands. This study aims to understand why customers are drawn to specific smartphone brands and how brand love influences their purchase intentions. Specifically, the research investigates the role of brand love in shaping customer purchase intentions within the smartphone industry in Sri Lanka. The study employed a questionnaire to collect data from respondents across Sri Lanka, utilizing a convenience sampling method to gather responses from 384 individuals. Primary data were obtained through the questionnaire, while secondary data were sourced from journals and online resources. Data analysis was conducted using descriptive statistical tools and the SPSS software. The conceptual model of the study included four independent variables: brand loyalty, positive word of mouth, forgiveness of brand failures, and brand performance. Hypotheses were tested to examine the impact of these variables on customer purchase intention. The findings revealed that three of the four variables: brand loyalty, positive word of mouth, and brand performance had a significant impact on customer purchase intention.