Browsing by Author "Kumara, D. W."

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The Impact of Brand Equity on Customer Satisfaction in Mobile Telecommunication Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Rashantha, K. D. D. U.; Kumara, D. W.
Modern organizations are looking for new ways to maximize their customers' satisfaction in today's highly competitive environment. Brand equity supports the organizations to maintain a good customer base. The mobile telecommunication industry is one of the highly competitive industries in Sri Lanka facing the challenge of maintaining their customer base. The purpose of the research is to examine the impact of brand equity on Customer Satisfaction in the Mobile Telecommunication Industry in Sri Lanka. This a quantitative study based on deductive reasoning. A comprehensive survey was conducted using a self- administered questionnaire to collect primary data. The convenience sampling method was used to select the sample. The conceptual framework was designed to accomplish research objectives, and relationships among its constructs (Brand equity, Customer Satisfaction) were hypothesized. Hypotheses were tested using correlation and regression analysis. Results indicated that brand equity positively influences consumer's satisfaction. The study further revealed a strong positive relationship between brand awareness and perceived quality with customer satisfaction. The Brand Loyalty and Brand Association having a positive relationship. The study's findings will benefit the industry players to get a competitive advantage, providing better customer satisfaction.
Impact of Brand Experience on Brand Equity in the Banking Sector: with Reference to Licensed Commercial Banks in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) De Silva, Gayathri; Kumara, D. W.
Brand equity plays a vital role in an organization gaining competitive advantage, and it has an impact on strategic management decisions. The study aims s to investigate the impact of the brand experience on the brand equity of Licensed Commercial banks in Sri Lanka. The researcher examines the impact and the degree of association between brand experience and brand equity under the present study. This study is quantitative in nature, and the researcher applied a deductive approach to conduct the study. Several hypotheses were developed to address the research issue and tested on a sample selected from licensed commercial bank customers of western and Southern provinces in Sri Lanka. The researcher has conducted a cross-sectional survey, and data were gathered using a self- administered questionnaire. The data were analyzed using descriptive statistical techniques such as mean, standard deviation, and variance. Pearson's correlation and Regression analysis were used to test the hypotheses. The current study results showed that the brand experience directly impacts brand equity and brand loyalty works as a mediating variable. This study provides valuable insights for managers in the banking sector to recognize the importance of delivering and pleasing brand experiences for their customers for stronger brand equity.
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, 2021) Abewardhana, N. B. G. H. S.; Kumara, D. W.
Internet banking is one of the major services introduced by the banking sector. This study aimed to investigate the E-Service Quality factors affecting customer satisfaction of Internet banking context in the Gampaha district. The researcher used a quantitative study approach, and a comprehensive survey was conducted using a self-administered questionnaire as the main research instrument. The data were collected from the 341 respondents) in Gampaha district, and the sample respondents were selected based on convenience sampling technique. To assess the questionnaire's overall validity, content validity and construct validity were applied, and its reliability was measured through Cronbach's of the questionnaire alpha. The empirical results support the claim that the conceptual framework applied in this study better explains the relationship between e-service quality on customer satisfaction. The independent variable (E-service Quality) was elaborated based on seven dimensions, namely, efficiency, system availability, fulfillment, privacy, responsiveness, compensation, and contact. In this study, the researcher tested seven hypotheses related to e-service quality and customer satisfaction. The results revealed that efficiency, system availability, fulfillment, privacy, and responsiveness significantly impact customer satisfaction. In contrast, compensation and contact did not significantly effect on customer satisfaction. The study's findings accommodate the academics, bank managers, and practitioners to develop and implement customer satisfaction and service quality-related internet banking strategies.
The Impact of Electronic Word of Mouth Communication on Online Purchase Intention: Mediating Effect of Brand Image with Special Reference to E-Retailers in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Rathnayake, R. W. M. D.; Kumara, D. W.
The present study investigates the impact of electronic word of mouth (eWOM) communication on online purchase intention and whether this relationship is mediated by the brand image concerning e-retailers in Sri Lanka. The researcher applied the quantitative approach with deductive reasoning as the primary research method. An electronically administered questionnaire was used to collect primary data from a sample of 250 e-retail customers. The data was analyzed using SPSS version 26 and Andrew F Hayes process procedure for SPSS version 3.0. This study revealed that the predictor variable, electronic word of mouth (eWOM) communication, positively affects the mediator variable, brand image, and the outcome variable, online purchase intention. The mediator variable, brand image, positively affects the outcome variable, online purchase intention. However, the direct effect of electronic word of mouth (eWOM) communication on online purchase intention is higher than the indirect effect through brand image. Hence, the researcher has concluded that the brand image works as a partial mediator between. The predictor and outcome variables. The present study contributes practically important directions, especially to e retailers to recognize how they can win a more significant number of customers by changing their purchasing behavior through effective eWOM communication. The researcher suggests that since the present study is confined to e retailers, future studies should be conducted concerning other industries to further investigate the research issue.
The Impact of Green Marketing Strategies on Consumers' Green Purchase Intention in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Thilakarathna, W. M. S. D.; Kumara, D. W.
Sri Lanka is an Asian region developing country facing environmental pollution and protecting the environment by adopting green practices. Consumer organizations in Sri Lanka have identified that there is a growing demand for environmentally friendly products. With the identification of this trend, organizations have been adopting green marketing strategies to fulfill this demand. This study aims to evaluate the impact of green marketing strategies on customers' green purchase intention in Sri Lanka. The study concerned four strategies' (Eco Labeling, Green Advertising, Green Packaging, and Branding) to investigate the customers' green purchase intention. The researcher applied a quantitative approach as the primary research method. The data were collected from 200 customers in Sri Lanka. The data was analyzed based on regression and correlation analysis using SPSS version 26. The result has shown that the four factors considered in the study significantly influence customers' green purchase intention. The researcher suggests that further studies should be conducted in this area to benefit business organizations, consumers, and Sri Lanka's society.