Browsing by Author "Madushika, R. A. L."

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B2B Social Media Strategies and Their Impact: An Inquiry on Agri-Exporter’s Perception of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Lankathilaka, W. C.; Patabendige, S. S. J.; Madushika, R. A. L.
B2B social media strategy has become a critical pillar of modern marketing, especially for businesses operating in global markets where competition and collaboration transcend geographic boundaries. The interconnected nature of industries like exports necessitates innovative and dynamic marketing approaches to establish and sustain relationships across diverse cultures and markets. Social media marketing, traditionally seen as a tool for B2C engagements, has gained increasing importance in the B2B sector, providing businesses with platforms to communicate, engage, and build trust with partners, suppliers, and clients. This shift underscores the growing relevance of digital transformation in fostering strategic connections within export-driven industries. This study investigates the impact of B2B social media marketing strategies on the perceptions and decision-making processes of exporters, particularly within Sri Lanka’s Agri-export industry. Grounded in the constructivist research paradigm, the study adopts a deductive approach, utilizing established theories and models to analyze the data and uncover actionable insights. The study employs a structured questionnaire survey consisting of 26 carefully designed questions to collect data from a sample of 176 exporters. By focusing on exporters in the Agri-export sector, the research delves into a critical segment of the Sri Lankan economy, known for its reliance on global trade and competitive markets. This study found a novel finding as there is a positive impact of B2B social media strategies on exporters' perceptions in the agri-export industry in Sri Lanka. Thus, the strategy of enhancing brand presence through integration is the most influential factor shaping exporters' perceptions. The findings validate the proposed conceptual model, offering a deeper understanding of how social media strategies influence exporters' perceptions, enhance their brand visibility, and contribute to long-term relationship-building. The main limitation of this research is its focus on a limited sample of Sri Lanka, Export Development Board-registered agricultural exporters due to time constraints. Further, the small sample size limits the generalizability of the study’s findings. The research highlights significant implications for industry stakeholders, providing a roadmap for leveraging social media as a tool for competitive advantage. It also opens avenues for future research to explore the evolving dynamics of digital marketing in the B2B export landscape.
Customer Shopping Value on Brand Loyalty: Mediating Role of Customer Satisfaction: A Study on E-Commerce Industry in Western Province, Sri Lanka
(2024) Madushika, R. A. L.; Dissanayake, D. M. R.; Udovita, Viduni
This study explores the impact of customer shopping value on brand loyalty within Sri Lanka's burgeoning e-commerce sector, emphasizing the roles of utilitarian and hedonic values. Utilizing a positivist philosophy and deductive approach, authors have collected and analyzed data from 384 respondents in the Western Province. The findings confirm that both utilitarian and hedonic values significantly influence brand loyalty, with customer satisfaction mediating this relationship. The study highlights the need for e-commerce managers to prioritize both functional and experiential aspects of shopping to foster loyalty. Future research should expand this investigation across various industries, demographic groups, and technological contexts, considering additional mediating and moderating factors such as trust, security, sustainability, and corporate social responsibility. These insights will help develop targeted strategies to enhance customer satisfaction and brand loyalty in diverse settings.
Impact of Customer Shopping Value on Brand Loyalty: Examining the Mediating Effect of Customer Satisfaction: With Special Reference to the E-Commerce Industry in Western Province of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Madushika, R. A. L.; Dissanayake, D. M. R.
In recent years, consumer visiting patterns on E-Commerce websites have undergone significant changes due to the expansion of the E-Commerce industry, resulting in heightened competition within the sector. Consequently, marketers are increasingly adopting customer shopping value strategies to influence consumers' brand loyalty. This study aims to investigate how customer shopping value affects brand loyalty within Sri Lanka's E-Commerce industry. The literature review indicates a generally positive perspective on this relationship, although some controversial arguments also exist. Additionally, there are a few studies that have explored the mediating impact of customer satisfaction in this context. A deductive method was employed in this study, with primary data collected using a standardized questionnaire. A total of 425 questionnaires were distributed, and 389 responses were obtained via an online survey. The findings revealed a positive impact of customer shopping value on brand loyalty. Furthermore, the study demonstrated that the relationship between customer shopping value and brand loyalty is mediated by consumer satisfaction. SPSS version 26 was utilized as the primary statistical tool for conducting regression and correlation analyses. The study concluded with recommendations and identified potential areas for future research, which are anticipated to be valuable for both marketers and researchers.
Sensory Marketing on Customers Revisit Intention: Special Reference to Hospitals in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Mihirani, B. K.; Patabendige, S. S. J.; Madushika, R. A. L.
This research investigates the impact of sensory marketing on customer revisit intentions in hospitals in Sri Lanka. Sensory marketing, which engages consumers’ five senses, Visual, Auditory, Olfactory, Tactile, and Gustative has been widely explored in the retail and hospitality sectors but has yet to be researched in hospitals, particularly in Sri Lanka. The study addresses this gap by examining how sensory stimuli influence patient behavior. As service providers, hospitals should adopt patient-centred approaches to improve satisfaction and encourage revisit intentions. By focusing on sensory marketing dimensions (Visual, Auditory, Olfactory, Tactile, and Gustative) and their impact on revisit intentions, this research contributes to the broader literature on sensory marketing and consumer behavior in healthcare. A quantitative research methodology was used in a structured questionnaire distributed to 386 hospital users across Sri Lanka. Sampling ensured a diversity of responses, and validated scales were used to measure sensory marketing elements and their effects on revisit intentions. Data analysis included descriptive statistics, correlation, and regression techniques through IBM SPSS 30 statistical software to assess the relationships between sensory marketing dimensions and revisit intentions. The findings indicate that sensory marketing significantly influences revisit intentions in hospitals, with tactile and gustatory marketing emerging as the strongest predictors. Visual marketing factors such as interior design, lighting, and signage also positively influenced patient satisfaction and revisit intentions. Auditory marketing, including relaxing background music and ambient sound, improved the overall patient experience, revealing that stress is less pleasant. Olfactory marketing, through pleasant aromas in hospital environments, contributed to comfort and satisfaction and indirectly encouraged repeat visits. Tactile marketing elements, such as comfortable seating, soft textures, and interactive displays, directly influenced repeat visit intentions by enhancing patient engagement. These results are consistent with the existing literature on sensory marketing, highlighting its specific implications in healthcare. The study also faced several limitations. It focused only on hospital users, limiting the generalizability of the findings to public healthcare settings. The use of convenience sampling may have introduced bias, as the sample may not be fully representative of the diverse population of individuals in Sri Lanka. In addition, the cross-sectional design limits our understanding of the long-term effects of sensory marketing on individual loyalty. Furthermore, key variables such as price, affordability, and accessibility, which also influence revisit intentions, were not included. Future research could address these gaps by incorporating longitudinal designs and examining additional variables. Theoretically, this study extends the application of sensory marketing theories to hospitals. It demonstrates that sensory stimuli can improve patient experience and drive return visits. In practice, the findings suggest that hospitals can improve patient experience and revisit intentions by investing in sensory elements. Strategies include using aesthetically pleasing environments, using relaxing sounds and scents, ensuring comfortable tactile interactions, and specially offering quality food service. These measures can create distinctive characteristics that differentiate hospitals in a competitive hospital marketplace and provide hospital marketers and administrators with actionable insights to create patient-centric environments that foster loyalty to return.