Browsing by Author "Weerasiri R.A.S."

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    DIMENSIONALITY OF SERVQUAL: A CASE STUDY IN SRI LANKAN VETERINARY HOSPITAL.
    (Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Weerasiri R.A.S.; Dassanayake P. S.
    Sri Lanka is a gifted country with precious natural resources and strong cultural heri tage which nurtured mainly by Buddhist philosophy. However, globalization by technology, liberalization of economy associated with economic growth and rapid urbanization made greater demand for veterinary healthcare which leads to high competition among veterinary healthcare providers. The most important competitive edge associates with delighting customers by offering an unimaginable service quality. Furthermore, there’s a vacuumed space in literature regarding measuring service quality and relationship between service quality and customer satisfaction in Sri Lankan veterinary healthcare. Therefore, purpose of this study was threefold. They were to examine dimensionality of SERVQUAL, confirm service quality model and determine relationship between service quality dimensions and customer satisfaction. This study carried out at Out Patient Department (OPD), of Sri Lankan Veterinary Hospital. The sampling technique was systematic random sampling and selected sample size was two hundred respondents. Data collection done by administering questionnaire just after experiencing service delivery. Data analysis done by Exploratory Factor Analysis, reliability test, tests for convergent and discriminant validity, unidimensionality, followed by Confirmatory Factor Analysis. From the results of earlier tests, researchers were able to confirm model with goodness- of-fit with only four dimensions. Namely, empathy, assurance, reliability and assurance. According to confirmed model, researchers were able to formulate hypotheses and further analysis by multiple regression analysis revealed all four hypotheses were acceptable. Finally, researchers conclude, empathy, reliability, assurance and tangible dimensions of SERVQUAL has positive impact on customer satisfaction in Sri Lankan Veterinary Hospital. The most important dimension for customer satisfaction was empathy and followed by assurance.
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    The Impact of Electronic Word of Mouth on Brand Evaluation Leading to Brand Attachment: A Comparative Study on Consumer Electronics and Cosmetic Brands in Sri Lanka
    (Faculty of Commerce and Management Studies, University of Kelaniya., 2020) Madhusanka J.D.T.; Weerasiri R.A.S.; Karunarathne W.V.A.D.
    The traditional medium of communication has been changed with the invention of digital technologies and World Wide Web as a result of it conventional word of mouth has converted in to electronic word of mouth communication. Sharing Opinions about products services and brands has a created a new trend in the social media. This raises the need to study how companies can measure the effects of e-WOM communications and how e-WOM compares itself with other forms of marketing communication and branding. Measurement items are adapted from existing scales found in the marketing literature. The scales are evaluated for reliability, convergent validity, and discriminant validity using data collected in the survey. A structural equation modeling procedure is applied to the data analysis. The research model was tested empirically using a sample of 400 respondents who had experience within online communities of customers during the period of research. Argument quality dimension of electronic word of mouth reported highest impact on consumer brand attachment. The study found that e-WOM is one of the most effective factors influencing brand evaluation and brand attachment of brands in consumer electronic industry and cosmetic industry.