Browsing by Author "Rathnayaka, R. M. U. R. K."

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    Effects of Experiential Marketing towards Customer Satisfaction: With Special Reference to Online Fashion Stores in Sri Lanka.
    (8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2017) Rathnayaka, R. M. U. R. K.
    With the extensive technology development which has undertaken by the world, a rapid growth of internet penetration can be seen and as a result of that, E-Commerce has become a major platform for both buyers and sellers in the world, where it enables them to meet virtually and complete their commercial transactions within a minute. In Sri Lanka, it shows a significant growth in online shopping of fashion items. The purpose of the current study is to determine the effects of Experiential marketing variable (which has sub five variables, namely, feel, think, act, relate and sense) towards the customer satisfaction with reference to online fashion stores in Sri Lanka. Primary data collection has conducted to collect data from 150 sample respondents and the valid data was analyzed using both descriptive analyses as well as the multiple linear regression analysis in order to test the hypotheses. According to the study findings, it has shown that, experiential marketing has a significant effect towards customer satisfaction while Feel experience, Think experience, Act experience and relate experience show a significant effect towards the customer satisfaction.
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    Study on Attitude towards Green Products and Willingness to Pay Premium: With Special Reference to Millenials in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2020) Niwarthana, W.; Gannoruwa, S.; Rathnayaka, R. M. U. R. K.
    The concerns on green products and the green business practices has becoming one of the emerging areas in today’s context. In relation to that, number of research studies have been conducted by different scholars in different settings. The purpose of this study was to study the impact made by the attitude towards the green products on the willingness to pay premium among the Millennials in Sri Lanka. Accordingly, the study intended to achieve four research objectives namely, to identify the impact made by attitude toward green products on willingness to pay premium, to measure the impact made by environmental concern on attitude toward green products, to identify the impact made by collectivism on attitude toward green products and to evaluate the impact of interpersonal influence on attitude toward green products among the millennials in Sri Lanka. A sample of 200 young adults has been selected on convenience sampling technique under non probability sampling method. The Structural Equation Modelling was performed to analyses the data of the study and the regression analysis was used to test the hypotheses of the study. The study found that, the attitude towards the green products make a significant influence on the millennials in determining their willingness to pay premium and also it has found that, the environmental concern towards the attitude plays a major role in determining the willingness to pay premium on green products among millennials.