Browsing by Author "Patabendige, S. S. J."

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Congruence Between Self-Image and Brand Personality and Their Impact on Purchasing Intentions: A Case of Sri Lankan Motorcycle Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Samarasinghe, K. G. S. A.; Patabendige, S. S. J.
It is argued that consumer purchasing intentions may reflect not only functional reasoning but also symbolic meanings. Indeed, businesses have long attempted to develop brand personalities that appeal to the self-image of their target customers. Past studies indicate that congruence between self-image and brand personality plays a significant role in brand loyalty. However, much remains to be understood regarding how such congruence may translate to customer purchasing intentions. In particular, this paper focuses on two types of self-images: actual and ideal, and their relationship with purchasing intention by focusing on the mediating role of brand personality. Data for the study is drawn from the motorcycle industry in Sri Lanka using a convenient sampling technique. 337 survey responses were analyzed using correlation and regression techniques using the SPSS 26 software. The study finds that both actual and ideal self-image significantly and positively affect purchasing intention and that brand personality mediates their relationship. The study's findings highlight the need for businesses to focus on developing brands that appeal to their customers' self-image and that such congruence should not only relate to how the customer sees him or herself now (actual) but also how they wish to see themselves in the future (ideal).
Factors Affecting Consumer Acceptance towards Omnichannel Market: A Case of Sri Lankan Supermarket Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Ilukwaththa, I. P. I. S.; Patabendige, S. S. J.
The advent of omni-channel retailing represents a paradigm shift in the consumer experience, aiming to integrate online and offline channels to deliver a cohesive customer journey. This research explores the determinants influencing consumer acceptance of the omnichannel approach, with a particular focus on the supermarket sector. Employing a survey-based methodology, this study utilised a structured questionnaire to gather data. Analytical techniques, including descriptive analysis, regression analysis, and frequency testing, were applied, with SPSS 20 serving as the primary tool for data analysis. The findings reveal that perceived usefulness, ease of use, and compatibility significantly positively influence consumers' behavioural intentions towards adopting omnichannel retailing. In contrast, cost and perceived risk were not found to significantly impact behavioural intentions. Notably, perceived compatibility emerged as the most critical factor driving consumers' intentions to embrace the omnichannel approach. This study underscores the importance of seamless integration across retail channels, suggesting areas for further research in other industry contexts to broaden the understanding of omnichannel retailing's impact on consumer behaviour.
Impact of Environmental Knowledge on Green Purchase Intention: Examining the Mediating Effect of Attitudes Towards Green Products with Special Reference to Young Business Executives in the Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Cooray, W. H. H.; Patabendige, S. S. J.
The study was conducted to investigate the effects of advertising strategies, specifically emotional advertising, on the consumer-brand relationship. The consumer-brand relationship is defined as the initiation, development, influence, and nurturing of connections between existing and potential consumers, encompassing aspects such as brand love, brand intimacy, brand passion, brand commitment, and brand loyalty. Advertising is a critical component of marketing, and its impact should be assessed across various domains. Therefore, this study employed a systematic methodology to measure the effects of different emotional appeals in advertising, including humor, romance, fear, and guilt, to determine their impact on the consumer-brand relationship. A key finding of the study was that romance appeals add significant depth and meaning to the product and brand context when employed with high intensity. Fear appeals were found to be powerful, but their effectiveness in converting to purchase intention relies on two conditions: the fear depicted in the advertisement must relate to the target group's personal phobias, and the solution offered by the brand or product must be convenient and accessible. Additionally, guilt appeals produced an unusual finding, enhancing viewers' sense of accountability and responsibility regarding a specific issue. Guilt appeals also conveyed a compelling, underlying narrative within the advertisement. In the Sri Lankan context, the impact of emotional appeal advertising on the consumer-brand relationship among vicenarians (aged 20-29), with particular reference to the FMCG sector, remains an area requiring further exploration and understanding.
Impact of Environmental Knowledge on Green Purchase Intention: Examining the Mediating Effect of Young Business Executives’ Attitudes Towards Green Products in Developing Country Contex
(2023) Cooray, W. H. H.; Patabendige, S. S. J.; Mirando, U. J.
Green purchasing behavior, characterized by acquiring and consuming environmentally friendly products, has gained significant attention in recent years. However, scholars posit that transitioning to "going green" necessitates a fundamental shift in consumer behavior patterns. This study aims to enhance the understanding of green purchasing behaviour among young business executives (aged 24-39) in Sri Lanka's Western Province. It investigated the combined influence of environmental knowledge (both subjective and objective) and attitudes towards green products on green purchase intention. Specifically, the study examined the direct relationship between subjective and objective environmental knowledge with green purchase intention and the potential mediating effect of attitudes toward green products on this relationship. Employing a survey-based methodology, questionnaires were distributed through a convenient sampling technique to the target population within the Western Province. Data analysis utilized correlation and regression techniques via SPSS 26 software. The findings reveal that objective environmental knowledge exerts a greater influence on green purchasing decisions than subjective environmental knowledge. It is also found that more than environmental knowledge directly translating into green purchasing intention, it is the attitudes of the decision-makers toward the environment that act as a conduit. These findings, therefore, yielded valuable insights for marketers and others interested in promoting green consumption, empowering them to make informed decisions and develop effective strategies.
Impact of Green Marketing Mix towards Consumer Green Purchase Intention: Investigating the Moderating Effect of Economic Crisis
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Siriwardhana, A. W. G. D. H.; Patabendige, S. S. J.
It is now a critical necessity for businesses to adapt green marketing strategies amidst evolving consumer preferences and increased global environmental consciousness. This study focuses on the intricate connection between ecological sustainability and economic resilience, especially during periods of economic turmoil, by exploring the dynamic interaction between green marketing mix strategies and consumer intentions to purchase green products. Through a quantitative methodology, the research examines the effects of green product offerings, pricing strategies, distribution channels, and promotional activities on the green purchase intentions of 384 supermarket patrons, utilising a structured questionnaire for data collection. Employing both descriptive and inferential statistics, the findings reveal that, under typical conditions, these green marketing components exert a significant positive impact on consumers' intentions to purchase green products within supermarket settings. However, the study notes a dilution of this relationship during economic crises, indicating a reorientation of consumer priorities towards more immediate economic concerns over environmental considerations. These insights extend the current body of knowledge by illuminating the complex interplay between green marketing initiatives and consumer behaviour in the face of economic downturns. The theoretical and practical implications of this study highlight the imperative for businesses to adeptly navigate the shifting paradigms of consumer preferences influenced by economic volatility, acknowledging the moderating role of economic crises on green marketing effectiveness.
Impact of Relationship Marketing on Customer Loyalty in State Sector Commercial Banks in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Madusanka, B. T.; Patabendige, S. S. J.
Relationship marketing is designed to foster customer loyalty, interaction, and long-term engagement. It focuses on customer satisfaction and the provision of value over time rather than individual transactions. However, relationship marketing and its impacts can take various forms and shapes. We explore the influence of relationship marketing on customer loyalty within state-sector commercial banks in Sri Lanka by drawing on four pivotal independent variables: trust, commitment, communication, and conflict handling. The study uses a survey-based quantitative research design that covers customers of state-sector commercial banks in Sri Lanka. Despite the overall population size being undetermined, the study draws evidence from 369 respondents. The collected data was analysed using descriptive and inferential statistics using SPSS 20 software. The study's findings highlight that all relationship marketing predictors positively correlate with customer loyalty, indicating a significant positive impact on customer loyalty in the context of Sri Lanka's state-sector commercial banks. Notably, communication emerged as the most critical factor influencing customer loyalty. The study concludes that relationship marketing exerts a positive effect on customer loyalty in the examined banks, highlighting the strategic importance of fostering relational elements to enhance customer loyalty. By focusing on these key findings, businesses, especially financial institutions, can cultivate strong, lasting customer relationships, improving loyalty, repeat business, and positive word-of-mouth referrals.
Impact of Sensory Branding On Brand Switching Behavior with Moderating Effect of Celebrity Endorsement with Special Reference to Sri Lankan Shampoo Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Vitharana, S. A.; Patabendige, S. S. J.
The proliferation of choices has rendered today’s discerning customers more adventurous, presenting a significant challenge for companies to attract new customers and retain existing ones. To address these challenges, companies employ various marketing strategies, with sensory branding and celebrity endorsement remaining critical tools in customer attraction and retention. This study aims to investigate the impact of sensory elements within sensory branding strategies on consumers' brand-switching behavior and to explore the moderating effect of celebrity endorsement on this relationship, focusing specifically on the shampoo industry in Sri Lanka. The research utilizes a survey-based quantitative design, targeting shampoo users in the Western Province aged between 18 and 35 years. Data were collected from a sample of 384 respondents using a structured online survey and a convenience sampling technique. The data were analyzed through descriptive and inferential statistics using SPSS version 20. The study's findings indicate that sensory branding positively influences consumer brand-switching behavior within the shampoo industry. Among the sensory aspects, the sense of sight was found to have the most significant impact on switching behavior. Additionally, it was determined that celebrity endorsement uniquely moderates the relationship between sensory branding and consumer brand-switching behavior, exhibiting a positive moderating effect. These findings underscore the importance for the shampoo industry, and the broader FMCG sector, to integrate both sensory branding and celebrity endorsements to effectively retain customers. Specifically, sensory elements such as color, theme, design, and size were found to be particularly effective in attracting new customers.
Impact of Social Capital on Customer Satisfaction: A Case of the Sri Lankan Banking Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Dilshan, J. V. G. A. S.; Patabendige, S. S. J.
Customer satisfaction is a crucial element in the modern business landscape, particularly within the banking industry, where it is vital for retaining existing customers and attracting new ones. Various strategies, tools, and technologies are employed to enhance customer satisfaction, but social capital defined as the social relationships between different stakeholders, is expected to support and amplify this satisfaction. The present study aims to explore the role of social capital in influencing customer satisfaction within the Sri Lankan banking sector. Grounded in Social Capital Theory, which emphasizes the quality and excellence of relationships both within and outside organizations, the study identifies three primary dimensions of social capital—structural, cognitive, and relational—as independent variables, with customer satisfaction as the dependent variable. A quantitative research design was employed, utilizing a purposeful sample of 384 staff members predominantly from state-owned banks in Sri Lanka. Data were collected through a survey and analyzed using SPSS 20 software. Inferential statistical techniques, including correlation and regression analyses, were applied to test the hypotheses. The findings reveal a strong, significant positive relationship between all three dimensions of social capital and customer satisfaction. The study thus underscores the importance of developing structural, cognitive, and relational capital as critical tools for enhancing customer satisfaction in the banking sector.
The Influence of Social Media Information Sharing on Green Fashion Purchase Intention in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Wickramarathne, N. O.; Patabendige, S. S. J.
The trend of "Going Green" in fashion has gained considerable popularity, with consumer interest in environmentally friendly and sustainably sourced fashion being significantly influenced by social media content. This paper aims to explore the impact of social media information sharing on green purchasing intentions, focusing on the psychological factors influencing consumer behavior. The study is based on Ajzen’s (1991) Theory of Planned Behavior (TPB), which posits that behavioral intention is influenced by attitudes (personal feelings towards a behavior), subjective norms (perceptions of others' opinions), and perceived behavioral control (one's ability to perform the behavior). The research examines the relationship between social media information and these three TPB factors, and their mediating role in green purchasing intentions. A survey-based approach was employed, utilizing online questionnaires distributed via a convenience sampling method to a tech-savvy and fashion-conscious demographic aged 20 to 39 in the Western Province of Sri Lanka. Of the 300 responses collected, data were analyzed using correlation and regression techniques with SPSS 26 software. The findings underscore the significant role of social media information sharing in shaping consumers' attitudes, subjective norms, and perceived behavioral control, all of which act as antecedents to green fashion purchasing intentions. However, the study reveals that the impact of social media information sharing on green purchasing intentions in the Sri Lankan fashion industry is positive but weak. This suggests that the industry should enhance its use of social media to more effectively influence psychological factors, such as attitudes towards green products, to better promote green fashion.
Nexus Between Sustainability Learning and Pro-Sustainable Behavior: A Case of Sri Lankan Employees with Professional Accounting Background [A Concept Paper]
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Perera, H. M. M.; Patabendige, S. S. J.
Sustainable development that balances economic, social, and environmental concerns is seen as a key requisite for the future survival of life on our planet, as we know, and there have been fervent calls in the past for global education systems to support knowledge, skills, and competencies that lead to such behavior. Yet, there is a paucity of research on how sustainability development objectives are incorporated into learning and whether such efforts have yielded the desired outcomes. In recent times, accounting professionals have been drummed up as sustainability champions in businesses where they are expected to not only focus on their traditional accounting duties but also create and link internal systems and processes to ensure that sustainability matters are measured and managed to support the business objectives of their firms. This study draws on Ajzen’s (1991) Theory of Planned Behavior to elucidate pro-sustainable behavior by identifying such behavior to depend on three dimensions i.e., personal attitude towards a particular behavior, normative beliefs, and motivation to comply, and their belief in the ability to control their performance. Moreover, the study expects such pro-sustainability behavior to be supported by complex knowledge and skills acquired through formal sustainability learning detailed through five competencies – system thinking, anticipatory thinking, value thinking, strategic thinking, and interpersonal competencies. In particular, the present study aims to investigate the relationship between competencies developed through sustainable learning initiatives and their subsequent influence on the pro-sustainable behaviors of accounting professionals covering all three sustainability components i.e., pro-environmental, pro-social, and pro-economic behaviors.
Product Placement, Consumer Purchasing Intention and Mediating Effect of Brand Awareness: A Closer Look at Realities of Reality Shows
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Weerasinghe, D. H. D.; Patabendige, S. S. J.
Reality TV has become a ubiquitous and significant platform for content distribution in the changing environment of television programming. This research analysed the subtle dynamics of product placement in reality television and its influence on consumer behaviour. With the theoretical base of tripartite typology of product placement, the study examines the relationship between visual, verbal, and plot placement, brand awareness, and consumer purchase intentions using a deductive research technique and quantitative approaches. The study focuses on the adult population of Western Province, Sri Lanka, where 363 responses were procured via a standardised questionnaire. This primary data was also triangulated with secondary sources to ensure reliable results. The research provides detailed insights into the linkages and direct impacts of various product placements on customer purchasing intention. While visual placements are just a modest indicator of purchase intentions, verbal placements have a high predictor. Brand awareness mediates the links between product placements and consumer purchase intentions, with verbal placements exhibiting a powerful influence. However, plot placements are of little importance to purchase intention and should be investigated further. Finally, this research highlights the multidimensional influence of product placement on consumer behaviour in reality TV shows, offering light on the various strengths of visual, verbal, and plot placements. Based on the findings of their influence in the context of reality TV shows, practitioners should incorporate verbal locations strategically. These insights, therefore, enable marketers to fine-tune their tactics by analysing the many elements that drive customer decision-making within today's robust media ecosystem.
Proximity & Effects of Customer Relationship Marketing on Customer Retention: An Empirical Study Based on Sri Lankan Life Insurance Companies
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Sandamali, B. T. C.; Patabendige, S. S. J.
The purpose of this research is to identify the relationship between Customer Relationship Marketing (CRM) and Customer Retention within the life insurance industry. In the current environment, insurance businesses heavily rely on marketing strategies. Without an effective marketing plan, it is challenging for an insurance company to remain competitive and defend its market position. Customer Relationship Marketing is utilized by insurance companies to understand customer needs and foster effective communication and cooperation. This approach ensures the acquisition and retention of the most profitable customers using the most effective methods. The research is based on information gathered from both primary and secondary sources. Quantitative data were collected through questionnaires from a sample of 385 respondents and analyzed using SPSS Version 23. Regression analysis was employed to test the impact of CRM approaches on customer retention. The study concluded that CRM practices such as empathy, communication, trust, and responsiveness have a statistically significant positive effect on customer retention. However, the impact of commitment on customer retention was found to be positive but statistically insignificant. Therefore, it is recommended that insurance companies enhance their CRM strategies to improve customer retention.
The Role of Corporate Social Responsibility (CSR) on Brand Loyalty, Specifically in Relation to the Telecommunication Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Suranjan, M.; Patabendige, S. S. J.
Given the contemporary emphasis on Corporate Social Responsibility (CSR) across various business enterprises, this research aims to investigate the impact of CSR on brand loyalty, with a particular focus on the telecommunication industry in Sri Lanka. This explanatory research employs a quantitative approach to identify how CSR influences brand loyalty within this sector. In this study, CSR is considered as the independent variable, while brand loyalty is the dependent variable. The impact of CSR on brand loyalty is examined through four dimensions: Economic Responsibility, Legal Responsibility, Ethical Responsibility, and Philanthropic Responsibility. Each dimension is assessed using three different indicators, and brand loyalty is evaluated through seven indicators. The research sample comprised 350 undergraduate students selected using a simple random sampling method. The target population for this study included all telecommunication network users in Colombo. Data were collected via a questionnaire designed to assess the impact of CSR on brand loyalty, with the reliability of the questionnaire confirmed by Cronbach’s alpha value. Data analysis was performed using SPSS version 25, employing Mean, Correlation, and Regression Analysis. Correlation analysis revealed a significant and strong relationship between Economic Responsibility, Legal Responsibility, Ethical Responsibility, and Philanthropic Responsibility and brand loyalty. The results indicated a positive correlation between CSR and brand loyalty. Regression analysis was used to test the research hypotheses, and it was found that Economic Responsibility, Legal Responsibility, Ethical Responsibility, and Philanthropic Responsibility each have a significant impact on brand loyalty. All five hypotheses proposed in the research were accepted. The findings confirm that CSR has a substantial impact on brand loyalty.
The Role of YouTube Unboxing Review Videos on Smartphone Purchase Intention: A Case on Gen z and Millennials in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Silva, H. P. D.; Patabendige, S. S. J.
User-generated videos (UGVs), created by users rather than manufacturers or sellers, have gained substantial popularity among social media users, particularly Gen Z and Millennials. Platforms such as YouTube have facilitated the use of UGVs to generate awareness and influence purchasing decisions through reviews. This study aims to examine the impact of UGVs by specifically investigating the role of unboxing YouTube videos on smartphone users' purchasing intentions. The study is grounded in the gratification theory, which posits that media users actively seek content that fulfills their needs, including cognitive (information seeking), social integrative (connecting with others), affective (entertainment needs), and tension-release (to pass the time). Data for this study were collected through an online survey of 390 respondents using a convenience sampling method, targeting both Gen Zs and Millennials in Sri Lanka. The collected data were analyzed using correlation and regression techniques with the aid of SPSS 26 software. The study reveals that viewing unboxing YouTube videos aligns with all four motives identified by the gratification theory, and that these motives significantly and positively influence smartphone users' purchasing intentions. Furthermore, among the four motives, the information-seeking motive related to smartphones demonstrates the strongest correlation with purchasing intention. The findings contribute to theoretical discussions on social media content and purchasing intention and offer practical insights for UGV creators and influencers on how to effectively target their messages.
Social Media Content Types and Brand Attachment: A Comparative Study on Gen Z and Millennials Instagram Users
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Ranaweera, P. W. C. P.; Patabendige, S. S. J.
This comparative study explores the nuances of brand attachment dynamics within the distinct cohorts of Millennials and Generation Z, acknowledging the pivotal role of Instagram as a platform for brand interaction. Guided by the Uses and Gratifications theoretical framework, the study delves into the differential impact of various social media content types on the two generations. The study collected and analysed data from 384 respondents, employing categorical moderation techniques to identify variations in content preferences and their consequential effects on brand attachment within and between the Millennial and Generation Z cohorts. The study reveals exciting insights into the content-driven mechanisms that foster brand attachment among these generational segments. Among Millennials, affective, personal integrative, social integrative, and tension release content types are underscored, with a noteworthy trend towards cognitive content. In contrast, Generation Z emphasises the importance of affective, personal integrative, social integrative, and tension-release content while showcasing a lack of statistical significance for cognitive content. The study suggests that emotional resonance, authentic personal narratives, and community-building initiatives are critical drivers for Millennials. Conversely, Generation Z requires a focus on emotional engagement, authenticity in personal content, and community-centric approaches while minimising reliance on purely informative content. By employing the Uses and Gratifications model as a guiding framework, this research provides a robust foundation for businesses to develop content strategies that resonate with the unique preferences of Millennials and Generation Z, ultimately fostering stronger brand attachments in the evolving online environment.
Strengthening Customer Loyalty: Exploring the Role of Relationship Marketing in Sri Lanka’s Public Sector Banks
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Madusanka, B. T.; Patabendige, S. S. J.; Dharmawardane, M. N. S. H.
Customer loyalty is seen as critical to the long-term success of businesses, where relationship marketing has emerged as a key strategy used to attract, maintain, and enhance customer relationships. However, past studies have found significant differences between factors affecting customer loyalty and satisfaction between private and public sector banks, with calls for public sector banks to adopt more dynamic marketing strategies to bridge such gaps. The purpose of this study is to empirically investigate the impact of relationship marketing on customer loyalty in the context of the public sector banks in Sri Lanka. More specifically, this study examined the direct relationship between trust, commitment, communication, and conflict handling, which are seen as key attributes of relationship marketing with customer loyalty of public sector commercial banks in Sri Lanka. The study used a convenient sampling design with 384 respondents acquired through a structured questionnaire, which captured state commercial bank customers in the Colombo district of Sri Lanka. Data analysis was done using correlation and regression techniques with the support of SPSS software. The findings suggest that all four variables associated with relationship marketing significantly explain the variations in customer loyalty. These findings differ from those of past studies focusing on private sector banks that found trust and communication to be the key relationship attributes that lead to customer loyalty. This research contributes to the limited body of knowledge on relationship marketing and customer loyalty in the public banking sector. It also provides critical input to public sector bankers on avenues for strengthening customer loyalty from a customer relationship perspective.
To Switch Or Not – The Role of Brand Hate and Protest Behavior on Consumer Switching Behavior: The Case of Sri Lankan Mobile Telecommunication Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Vidyanjalee, K. A. D. S. A.; Patabendige, S. S. J.
Brand hate, which refers to intensely negative feelings that customers have toward a brand, can have serious repercussions for the company, especially in the mobile telecommunication industry where switching costs are relatively low. This study investigates the relationship between brand hate and consumer switching behavior with focusing on the mediation aspect of protest behavior in the Sri Lankan mobile telecommunication sector. This research study employs a positivism research paradigm and follows a deductive approach to examine facts using the developed model called “Consumer Brand Relationship: Brand Hate Perspective”. Primary data of the research will be collected through a structured questionnaire survey with 24 questions, involving 384 respondents aged 18-35, using Judgmental Sampling Technique. The findings reveal a significant positive relationship between brand hate and consumer switching behavior to transfer from brands. Additionally, it is discovered that protest behavior partially mediates the relationship between brand hate and consumer intention to switch brands, suggesting that negative feelings may trigger protest behavior. The study has major implications for telecommunication companies in general and Sri Lankan mobile operators in particular, emphasizing the necessity for efficient complaint management and customer service recovery techniques with additional benefits and service availability to reduce the impact of brand hate and avoid customer switching.