Browsing by Author "Medis, Ajith"

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Antecedents on Customer's Intention to Use of Internet Banking Facilities: with Special Reference to Sri Lankan Customers
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Wijesinghe, U. G. H. N.; Medis, Ajith
This study aims to investigate the antecedents of customer's intention to use Internet Banking facilities. When conferencing the literature, there are so many antecedents that affect customers' intention to use Internet Banking facilities. But, there is a lack of previous studies examining antecedents of customer's intention to use Internet Banking facilities in the Sri Lankan context. Hence, this study review selected antecedents of how theoretical & empirical contribution will be addressed that dilemma. As this study was quantitative in nature, it used structured questionnaires to collect primary data based. Researchers employed one sample t test, multiple regression, and core relation analysis as main statistical tools to investigate the hypothetical impacts. The findings revealed that perceived usefulness, ease of use, customer trust, perceived risk, compatibility, and information quality significantly impact customers' intention to use Internet Banking facilities. Therefore, the study's findings have a more practical contribution for the marketers in the online banking sector for making effective decisions. Finally, the researcher proved a high degree of customer's intention to use Internet Banking facilities in Sri Lanka.
Big Data Analytics Capability and Firm Performance: A Review on Conceptual and Practice Perspectives
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Jayawarna, Sahan Chinthana; Medis, Ajith; Samarakoon, S. M. A. K.
Big data analytics is a rapidly developing technological and business practice but there is little research on how to effectively use and exploit it. It is an emerging area in organizations though academics have recently begun to explore this domain. Big Data Analytics Capability (BDAC) extends the view of big data to include all related organizational resources that are important in leveraging big data to their full strategic potential. It is identified as fourth paradigm of science, new paradigm of knowledge assets, next frontier for innovation, competition and productivity, management revolution with the potential to transform management theory and practice (Wamba et al., 2017). However big data analytics hype and disappointing results are key concerns in big data. Many firms across the globe are investing millions of dollars for big data without considering organizational factors. Today the big data analytics domain is in a pressurized state as it had not given positive results in many cases and big data productivity paradox is on the way. During the literature review on BDAC and firm performance, many theoretical and empirical gaps were identified. BDAC and firm performance relationship is deeply connected to Resource-Based View (RBV), Dynamic Capabilities View (DCV) and sociomaterialism theory though it is not cohesive i.e. (1) similar to RBV, BDAC relies on the assumptions of resource heterogeneity, imperfectly mobile and inimitable resources but it does not provide a complete explanation of how big data organizations enhance firm performance (2) DCV has attracted the interest of information systems scholars in determining competitive advantage in firms due to higher-order dynamic capabilities but it needs further specification, development, and identification those capabilities (3) sociomaterialism theory provides the logic of how people, systems, data and management are entangled to influence firm performance but critiqued due to its less specific definition of technology and a neglect of broader social structures in BDAC. In addition to theoretical gaps, many empirical gaps were identified during the literature review i.e. (1) past researches have used IT capability construct indicators for big data analytics though these two domains are not same (2) most of the past researches have neglected non-technical elements of big data and focused heavily on big data technical elements for firm performance (3) there are mixed results for BDAC and firm performance (4) limited focus given to mediating and contextual differences impacting BDAC and firm performance relationship. Despite the hype surrounding big data, the issue of examining whether and under what conditions big data investments produce business value, remains underexplored hindering their business potential to a greater extent. Therefore future researches in this domain should study the organizational and contextual factors impacting this relationship.
An Exploration of Female Leisure Shopping Experience in Shopping Malls
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Medis, Ajith; Herath, Renuka; Silva, Sheruni De
Shopping has been remarkably pervasive activity undertaken daily by millions of people worldwide (Hine, 2002). Further (Taubler, 1972) define shopping with the most basic idea as a search for value, Shopping is a spectacle in which it is both performer and spectator ¦it is seeing and being seen, meeting and being met, a way of interacting with others (Luvinton, 1992). Moreover shopping is often approached as tedious chore that requires mandatory time and attention with the growing literature body about the shopping's experiential aspect with intrinsic and hedonic values (Lutz, 2006)Leisure shopping is widely regarded as a leisure activity which is more than entertainment and creates cognitive, emotional, sensorial and behavioral responses during the entire experience in the shopping mall and shopping malls are the new developing global phenomenon which excels the retail landscape as consumers visit the shopping mall where the shopping itself has transformed the meaning and focus of it. Retailers are alarmed to find methods of presenting themselves inside the modern building and adapt quickly to changing consumer expectations (Sebnem and Burnaz, 2011). Moreover, Recent and Sit (2003) specifically focused on identifying entertainment seeking segment describing them as the missing segment with the work on shopping centre image and found that the female respondents are more preferred in leisure shopping. Three leading shopping malls in Sri Lanka were chosen as leisure shopping is a key concept that develops rapidly within the Asian countries so the retailers and shopping mall developers should make shopping more unique and competitive as a leisure pursuit. On this backdrop, this research therefore is focused on exploring leisure shopping experience in shopping malls of female shoppers by discovering the factors that affect leisure shopping experience of female shoppers. Furthermore, understanding the prevailing leisure shopping experience and mall patronage behavior is also expected. The study was conducted by using a qualitative case study method as there is limited research and not proper theorization in existing research (Perera, 2018). The data collection process includes twelve in-depth interviews by taking two participants randomly selected from each selected case studies and two expert interviews as well. Case studies were chosen with a literature supported inclusion criteria to ensure the trustworthiness of the data. Participant observation was also carried as a part of data collection and observation notes were taken. The interviews were recorded verbatim and transcribed to carry out a thematic analysis. Trustworthiness of data was ensured through data triangulation and employing a standardized case study protocol. Coding was based on priori and in-vivo coding strategies. The findings showed that ambience, functional characteristics, layout, design and retail environment of the shopping mall are the determinants that decides the shoppers shopping experience and emotional motives of shopper also affect the leisure shopping experience so in conclusion it can be noted that shopping mall experience finally decides both by the characteristics of shopping mall and shopper.
The Impact of Brand Personality on Emotional Brand Attachment in the Mobile Phone Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Sankalpa, K. S. H.; Medis, Ajith
The study focuses on exploring the impact of brand personality on emotional brand attachment in the mobile phone industry in Sri Lanka. It examines the impact of different types of brand personalities on consumers' emotional attachment towards mobile phone brands. This study was conducted as a descriptive, quantitative research design with a deductive research approach. Data was collected using a convenience sampling method through an online platform within the western province, Sri Lanka. Regression analysis and several statistical techniques have contributed to analyzing the collected data. Concerning the dimensions of brand personality; Sincerity, Excitement, Competence, Sophistication, and Raggedness, overall results revealed that brand personality positively affects emotional brand attachment. Apart from that, there is no significant impact of competence on emotional brand attachment. Based on this fact, future researches can be conducted. This study found that brand Sincerity and excitement have a strong relationship with an emotional attachment the correlation. This study is limited to the mobile phone industry. Therefore, further investigation into other contexts is required to generalize the findings. The present study's findings revealed implications for the mobile phone industry; marketers can use findings to identify emotional attachment changes according to different brand personalities towards mobile phone brands. It will help when creating an advertisement for mobile phone brands. This study contributes to a source of literature for future researchers. Research findings directly contribute to the mobile phone industry.
Impact of CSR Practices on Brand Image in Special Reference on the Banking Industry in Western Province of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) De Soysa, H. H. R.; Medis, Ajith
Corporate Social Responsibility has been defined and conceptualized by different writers; nevertheless, the concepts are constantly emerging. This era's growing environmental awareness has strengthened the competition between the businesses and a certain need to develop marketable, innovative, and legitimately sustainable brands. Therefore, it is essential to integrate CSR into businesses to be able to compete with other companies. This study investigates CSR's effect on the brand image to increase CSR's understanding as a marketing tool within the Banking industry in the Western province of Sri Lanka. The research question is how does a service-based company's involvement in CSR as a marketing strategy affect the brand image? Moreover, how do the different CSR dimensions affect the brand image? The findings are utilized to investigate how the CSR activities done by banks improve the Corporate brand image. A quantitative structured questionnaire was used to gather primary data from 250 banking customers selected through a simple random sampling technique. Findings showed that the Ethical factor has a strong positive effect on the Brand Image. While the effect of philanthropic factors were relatively strong and Economic and Legal factors showed a weak but positive relationship towards the Brand Image.
Impact of Influencer Marketing on Brand Engagement of Youth towards Fashion Brands in Sri Lanka: Special Reference to Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Rathnayake, R. M. T. M.; Medis, Ajith
Emerging of the Digital Marketing era, Influencer Marketing owns a vital role in digital advertising and observed that most digital marketing agencies use Influencer Marketing as a strategy to create Brand Engagement. So, this study's main purpose is to investigate the "Impact of Influencer Marketing on Brand Engagement of Youth towards Fashion Brands in Sri Lanka". Hence, Influencer Marketing and Brand Engagement are independent & dependent variables. The researcher has studied & summarized the empirical findings regarding influencer marketing, brand engagement, youth, and fashion brands. As the study was quantitative in nature, it has employed structured questionnaires to gather primary data from the sample, which was identified through a non-probabilistic, convenience sampling technique. And this study has adopted a descriptive analysis and conducted a deductive approach. Hypotheses were developed for the direct relationships between Influencer Marketing determinants, namely Influencer Credibility, Influencer Similarity, Influencer Familiarity, Meaning Transfer, and Brand Engagement were statistically supported in the present study. Then the main study results are reported and analyzed using SPSS 26.0 statistical packages. By exploring the Impact of Influencer Marketing on Brand Engagement, it has been statistically proven that Influencer Marketing has a significant positive relationship with brand engagement.
Impact on Corporate Social Responsibility on Brand Loyalty: Examining Mediating Impact of Brand Trust: with Reference to Food and Beverage Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Kaushan, K. R. U.; Medis, Ajith
The food and Beverage Industry is always an emerging industry in Sri Lanka. This study was conducted to examine the impact of corporate social responsibility on brand loyalty and the relationship between corporate social responsibility and brand trust, and finally, the relationship between brand love and brand trust. However, this study concentrated on three corporate social responsibility dimensions: corporate legal responsibility, Corporate ethical responsibility, and Philanthropic responsibility. These have been selected as dimensions of the study's independent variable. Using a quantitative research approach, this study was conducted and used a survey questionnaire to collect primary data. The researcher will be used a quantitative research design, and the actual data collected will be analyzed using a statistical package for social science (SPSS) version 26. To test the developed hypotheses, correlation analysis and linear regression analysis were used. The study revealed that there is a significant relationship between corporate social responsibility and brand loyalty. Furthermore, there is a significant relationship between corporate social responsibility and brand trust and a significant relationship between brand trust and brand loyalty. This study is only catering to the food and beverage industry I suggest doing the other contexts. Through this research, organizations can identify fulfilling brand loyalty to increase the organization's profits and increase the social consumption quality.
Influence of Green Marketing Mix on Brand Trust towards FMCG Brands among Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) De Silva, T. D. N. N.; Medis, Ajith
The increased environmental awareness has consequences for consumer behavior; namely, brand trust and green marketing have got the consumers' attention as it has become a global problem due to environmental deterioration. Most consumers don't have an idea about why they should use green marketing products or services. The present study aims to analyze whether the Green Marketing is influencing customers or not influencing customers on Brand Trust towards FMCG brands in Western Province Sri Lanka? This study is a quantitative study. The study has been carried out 200 size of random sample in Western Province. Collected data has been analyzed through SPSS version 22. Statistical models such as descriptive statistics, correlation, and multiple regression have been used to define the relationship and effect between independent and dependent variables. Based on the data analysis, it can conclude that the hypothesis of H1a- A significant and positive relationship exists between Green Product and attitudes toward Customer Brand Trust can be accepted. The hypothesis of H1b- A significant and positive relationship exists between the Price of green products and attitudes towards Customer Brand Trust can be accepted. The hypothesis of H1c- A significant and positive relationship exists between Promotion for green products and attitudes towards Customer Brand Trust can be accepted, and the hypothesis of H1d- A significant and positive relationship exists between the place of green products and attitudes towards Customers Brand Trust can be accepted.
Psychological Distance and Online Purchasing Intention towards Big Ticket Electronics: A Mediating Effect of Trust Formulation and Moderating Effect of Perceived Risk
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) P. I. S., Aroshan; Medis, Ajith
With the aggressive penetration of the internet , in the 90's decade many believed that it will spur a super highway for an aggressive growth in e-commerce. However, two decades later e-commerce still struggles to capture more than 10% of the total global retail value. Consumer distrust towards unfamiliar retailers over the cyber channel have created an impediment in the aggressive growth of this sector. As per the construal level theory , this distrust could be partially explained by way of a concept referred to as â€œpsychological distance. This study depicts that pureplay e-tailers who lack a physical store or having a physically distant location altogether , contribute to psychological distance , impaired online trust and reluctance to procure big ticket electronics online in Sri Lanka. In turn, the study sets a strong platform for business managers of local e-tailers to devise economical but effective investment strategies , whereby through manipulating and interchanging the social and tangible dimensions (of psychological distance) , it is possible to offset the unfavorable effect caused by physical distance and thus reduce the psychological distance as a whole in comparison to a retailer with prominent physical presence (and favorable psychological distance).
Sustainability of CSR initiatives in the perspective of a civil war affected society: a Sri Lankan experience
(The International Institute of Knowledge Management (TIIKM) Colombo, Sri Lanka, 2015) Medis, Ajith; Gunawardene, H.M.R.S.S.
Among many scholars in the world, one school of thoughts believe CSR should be used mainly as a social endeavor and the others think it should be linked to the corporate strategy for financial performance. This paper aims to observe how social endeavor approach of CSR initiatives leads to sustainability specially an environment where economic wounds are been settling and new opportunities are been evolving after a 30 year long civil unrest in a society. Pilot study revealed that over 70% of corporates in Sri Lanka are merely using CSR for charitable and social work and only 11% are practicing CSR for strategic purposes. The most important factor of all is the continuous support that a government and the society at large expect from corporates in rebuilding the economy in terms of selecting proper projects and the sustainability of those for betterment of corporates and the society. Therefore, the research focuses on the sustainability of CSR initiatives within the framework of social model. The social antecedents recognized in this model are social environment and biological environment and the study attempts to identify the core societal focus of those in building CSR initiatives for sustainability. The study was done among the sample of 360 direct and indirect beneficiaries among 40 initiated projects of 40 corporates in Sri Lanka during 05 years after a long civil war and used primary collected data for analysis. The researcher has used frequency percentage to summarize, descriptive data analysis and structural equation methods to test hypotheses. Interestingly, it was found that implementing CSR initiatives focusing merely benefiting the society do not support sustainability of those initiatives. In conclusion, it is advisable for corporates to rethink the existing approach merely for the sustainability of those projects and also it is important that governments too support those initiatives in rebuilding process.