Browsing by Author "Wijethunga, W.M.H.U."

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Impact of Brand Awareness on Purchase Intention: With Special Reference to Mobile Phone Brands
(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Jayasekara, J.M.D.N.; Wijethunga, W.M.H.U.
Since the mobile phone market is growing and competitive, to be successful it is important to understand the relationship between brand awareness (BA) and purchase intention (PI). Researches that study the impact of BA on PI are limited, the researcher focused to find the Impact of BA on PI with special reference to Sri Lankan mobile phone brands. The approach of the research study can be categorized as descriptive and correlation oriented. A sample of 385 respondents has been selected based on judgmental and convenience techniques under non probability sampling technique. One sample T-test, mean value and regression analysis were performed to test the hypotheses. Results indicate the level of BA and PI on mobile phone brands among mobile phone customers is high. Further, it was found that there is a positive impact of BA on PI of mobile phone brands among consumers.
Impact of Brand Image on Customer Loyalty in Sri Lankan Hotel Industry
(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Jayasinghe, I.S.; Wijethunga, W.M.H.U.
Brand Image (BI) is an important factor influencing the customer loyalty (CL). Thus, companies try to attract more customers by creating a positive BI in consumer minds. It is evidenced that researches conducted to study the impact of BI on CL for hotel industry (HI) is less, especially in the Sri Lankan context. The study is descriptive and co relational in nature. The customers of star grade hotels in Sri Lanka were the target population of the study and 154 of them were selected as the sample. According to the findings, the levels of BI and CL were high among customers who consume the hotel services of star grade hotels; whereas it is found that there is a positive relationship between BI and CL. Marketers can adopt the findings of the study when they set relationship marketing strategies and when designing promotional strategies for their hotels to stay ahead the competition.
Impact of Customer Relationship Perceptions on Customer Loyalty in Supermarkets in Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Piumali, W.M.H.; Wijethunga, W.M.H.U.
Building and maintaining strong relationships with their customers has become a basic requirement for companies today. Therefore, firms aim to build close relationships with customers to enhance Customer Relationship Perceptions (CRPs) which would lead to Customer Loyalty (CL). There are only few researches that have studied the relationship between CRPs and CL especially in the Sri Lankan context. Therefore, this study investigates the relationship between CRPs and CL of supermarkets in Sri Lanka. This study is descriptive and correlational in nature. Target population of the study was all supermarket consumers and 180 of them were selected as the sample. The results show that, there is a high level of CRPs among supermarket consumers in terms of affective commitment and satisfaction and there is high level of CL towards supermarket consumers in terms of attitudinal loyalty and behavioral loyalty. Findings of the study highlight that CRPs dimensions positively effect to the customer loyalty.
Measuring Customer Perceived Online Service Quality: A Case of Online Education in Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Hettiarachchy, B.S.; Wijethunga, W.M.H.U.
Owing to technological advancement, many universities have started to offer online education programs, while ensuring high level of Service Quality (SQ) as educational communities. The researchers intended to measure the level of Online SQ (OSQ) with special reference to online education programs since there is a dearth of empirical evidences that directly treated this type of investigations. This study is descriptive and conclusive in nature. A sample of 100 students following an online educational program has been selected using the simple random sampling technique. Mean Analysis, Paired and One Sample T-Tests and Gap Score Analysis were performed to test the hypotheses. Results demonstrate that the salient dimensions of expected OSQ and perceived OSQ are ‘Ease of Use’ and ‘Credibility’ respectively and the level of overall OSQ of the chosen education program is slightly negative. This research would be beneficial to educational institutions when developing strategies to enhance the level of OSQ.