Browsing by Author "Ragel, V.R."

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    THE EFFECTIVENESS OF RELATIONAL BONDS ON CUSTOMER LOYALTY MEDIATED WITH CUSTOMER SATISFACTION: TELECOMMUNICATION INDUSTRY, BATTICALOA
    (Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Ragel, V.R.; Newton, S.
    Customer loyalty is considered to be a key component in enhancing the survival of businesses, especially in the situations faced by highly competitive industries. Therefore, Tele communication service providers should be conscious of the factors affecting customer loyalty in building strong relationships. This paper aimed to investigate the effectiveness of relational bonds on customer loyalty with the mediation of customer satisfaction among mobile telecommunication service providers. The objective is to identify the level, relationship and impact of relational bond on customer satisfaction and loyalty. Further, examines the mediating role of satisfaction between relational bond and customer loyalty. Data were obtained from the sample of 200 customersin Batticaloa based on stratified random sampling. The results revealed that relational bonds significantly impacted on loyalty and satisfaction and also relational bonds impacted on customer loyalty significantly through customer satisfaction. Therefore, it is reasonable to conclude that customer loyalty can be created, reinforced and retained by developing strong relational bonds between customers and service providers which could lead to customer satisfaction and that in turn to customer loyalty.
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    IMPACT OF IN-STORE ENVIRONMENT PERCEPTION ON IMPULSE PURCHASING BEHAVIOUR AT SUPERMARKETS IN TRINCOMALEE DISTRICT.
    (Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Ragel, V.R.; Nirusha, K.
    This study considers impact of in-store environment perception on impulse purchasing behaviour in the context of supermarkets in Trincomalee district. About 200 customers have responded with a structured questionnaire and the data are evaluated with Univariate, Bivariate and Multivariate analyses to explore the levels of the variables, their relationship and their influences. Customers have high level of in-store environment perception at the supermarkets in Trincomalee district. Layout has more influence on creating positive affect and also negative affect. Pearson’s correlation shows that, Positive affect has strong positive relationship (r = 0.671) with urge to buy and negative affect has medium negative relationship (r = -0.341) with urge to buy. Urge to buy has medium positive relationship (0.441) with impulse purchasing behaviour.