ICAM-2017

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17521

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IMPACT OF SUPPLY CHAIN MANAGEMENT ON THE COMPETITIVE ADVANTAGE OF TEXTILE INDUSTRY.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Dhanabhakyam, M.
Practicing the effective supply chain management has become an essential perquisite for securing the competitive advantage in the industry. This research conceptualizes the four dimensions of supply chain management such as supply chain concern, supply chain practices, supply chain competency and supply chain flexibility through Exploratory Factor Analysis and also confirms the measures of competitive advantages of textile industry such as price, quality, dependability, innovation, customer relationship management, information sharing and performance through Confirmatory Factor Analysis. Thus the study mainly tests the impact of supply chain management on the competitive advantages of textile industry with the help of Structural Equation Modelling. Data for the research were collected from the 639 supply chain managers of textile companies registered under Tirupur Exporters Association, Tamilnadu in India by using the structured questionnaire. The result indicated that the enhanced supply chain management lead to better competitive advantage of the industry and have a positive direct impact on the supply chain performance of the textile industry.
THE MODERATING EFFECT OF FIRM SIZE ON THE RELATIONSHIP BETWEEN ENTREPRENEURIAL ORIENTATION AND MARKET ORIENTATION: EVIDENCES FROM SRI LANKA.
(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Tennakoon, W.D.N.S.M.
The entrepreneurial orientation and marketing orientation can be viewed as two interrelated strategic responses those address the environmental uncertainty. These two are found to be highly related, yet carrying both a combined effect and a specific bearing on organizational performances. Nevertheless the size of the business appeared to be governing this relationship. Thus, the focus of this study is to test the moderating effect of the firm size on the association between entrepreneurial orientation and market orientation. A quantitative study was conducted with the participation of 128 conveniently selected business entities. The unit of analysis is a firm where the data was collected from the/a founder or a top management representative from each firm. The survey instrument was adopted from existing literature after ensuring the reliability of the scale. The results of Ttest and partial correlation analysis indicate a strong positive relationship between entrepreneurial orientation and market orientation provided that the firm size is high. The strength of the relationship appeared to be lessened for smaller firm sizes. The theoretical implication claims the necessity of accounting the firm size when assessing the relationship between entrepreneurial orientation and market orientation while practical implication suggests small firms to pay much attention to employ remedial strategies to strengthen the above relationship.
REGIONAL BRANDS AS A TOOL OF MARKETING COMMUNICATIONS
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Sona, C.S.
The aim of the article is to define theoretical approaches to competitiveness on macro level and micro level and specify the possibilities of increasing of competitiveness of small companies through regional products labels. The article defines theoretical approaches to term as region, regional product´s label and defines the using of regional labels on products and services in practice in the Slovak Republic. The regional brands are for some producers just one tool used for advertising and promoting their products on national level. The regional brands are used in tourism promotion and promotion of services. The projects of promoting the regional brands could be financed from EU funds under Program LEADER. The research has been provided by questionnaire for consumers in the Slovak republic. The knowledge of Slovak consumers about regional brands are not so high as the producers wished. The results of survey could be used for advertising campaign of the Association of the Regional Brands in Slovakia.
HOW SHOPPING INVOLVEMENT GETS IMPACTED BY STORE FORMAT?
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Uniyal, D.P.; Sinha, P.K.
Store formats exist in three forms of convenience, variety and experience. Shopping involvement tends to change across these formats. This current study (a) establishes the role of store formats on shopping involvement, (b) understands the change in the nature of involvement as the shopper moves to an experience store from a variety or a convenience store format, and (c) measures shopping involvement as different from purchase involvement or purchase-decision involvement. A 3 X 3 factorial design was created using the three formats and three levels of extent of information search representing different buying decisions. Participant observations at different formats were carried out, which was followed by in-depth interviews. A new scale to measure Shopping Involvement was developed as different from purchase and purchase – decision involvement. The study showed that the expressive aspect of involvement became more prominent in experience store, while the functional involvement did not increase to the same extent.
IS CONSUMER SOCIAL RESPONSIBILITY AN OUTPUT OF RELIGIOSITY.
(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Kennedy, F.B.; Victor, L.D.
Corporate Social Responsibility is researched academically. But the question arises that what is the responsibility of consumer in business. This question paved a way to research on consumer social responsibility (CnSR). Religiosity is researched in business. Therefore, the objective of this research is to study whether religiosity influences on CnSR. Religiosity is measured through intrinsic religiosity and extrinsic religiosity and CnSR is measured through using six constructs: responsibility for critical appraisal, responsibility for action, responsibility for social impacts, responsibility for environmental impacts, responsibility for solidarity and responsibility for supporting. The academic community of Eastern University, Sri Lanka was taken to administer the questionnaire. The findings suggest that religiosity has strong impact on the CnSR. Intrinsic Religiosity plays vital role in influencing responsibility for environmental impact and solidarity. This pioneering venture is undertaken to ascertain the contribution of religiosity to inculcate consumer ethics in consumer. Further research to emphasize the impact of consumer social responsibility should be done in different group of consumers to ascertain the generalization of the construct.
ROLE OF RETAILERS ON CONSUMER PRODUCT SALES – A CASE STUDY OF A GIANT PAKISTANI RETAILER IMTIAZ SUPERSTORE AND TANG PAKISTAN.(2017)
(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Akhtar, B.; Furquan, M.; Hafeez, A.
Pakistan is a large consumer product market which accounts for more than 40% of consumer business (Baloch, 2011) and worths $ 152 million showing an annual growth rate of 8% (Haq, 2016). The retail scenario in Pakistan has changed from Kiryana stores (GT) to Superstores (LMT/IMT). It happened because Kiryana do not promise all products at one place and superstores offer one window solution (Jaliawala & Rehman, 2014). Primary data gathered by interviewing customers and observation of the mystery shoppers revealed that LMTs in Pakistan, offer better price deals for FMCGs as compared to IMTS and therefore have more customer traffic. Interviews conducted by the giant retailers in Pakistan uncovered the fact that due to the change in this retail scene, the giant retailers especially LMTs have gained greater importance in Pakistan. Maintaining good relations with these LMTs therefore have become very critical for FMCG firms. In an interview conducted by the Trade Marketing Manager of Tang, one of the flagship brands of Mondelez Pakistan, to get the first hand information about the producer retailer relationship, unveiled that in summer 2013, had lost 40% market share of powdered beverage, when one of the giant LMT, Imtiaz Superstore entered into an arm’s length relation with Tang Pakistan. The bone of contention between the two was the refusal of Tang Pakistan to co-advertise with Imtiaz superstore. Tang Pakistan had to pay a high price for these bitter relations when it revived the relationship with this giant superstore by paying unusually high shelf rent. Also it had to face immense competition not only from local powdered beverage brands but also with Tang international. For this case study, qualitative research was carried out making use of interviews with giant retailers and producers to uncover how LMTs are operating in Pakistan and the way FMCG firms are dictated by these retailers for high sales and profit.
DIGITAL MARKETING AND NEW COMMUNICATIONS CHANNELS
(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Arnous, H.
One of the major changes that occurred in traditional marketing was the “emergence of digital marketing” (PatrutiuBaltes, Loredana, 2015), this led to the reinvention of marketing strategies in order to adapt to this major change in traditional marketing (PatrutiuBaltes, Loredana, 2015). As digital marketing is dependent on technology which is ever-evolving and fast-changing, the same features should be expected from digital marketing developments and strategies. Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium. The way in which digital marketing has developed since the 1990s and 2000s has changed the way brands and businesses utilize technology and digital marketing for their marketing. Digital marketing campaigns are becoming more prevalent, as digital platforms are increasingly incorporated into marketing plans, and as people use digital devices instead of going to physical shops. This paper deals with the new non- linear marketing approach, and building brand awareness by digital marketing. also the research deals with the number of ways brands can use digital marketing to benefit their marketing efforts. The research focus as well on the latest development and strategies and in effective forms of digital marketing
HOW SOCIAL MEDIA MARKETING HELPS TO RETAIN BRAND EQUITY DURING PRODUCT CRISIS
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Amin, H.; Javaid, K.; Zafar, F.
The main objective of this study is to explore how social media marketing help brands when brands facings crises. Brand equity is a priceless asset of companies. We formulate that Social media is one of the powerful tools for creating brand equity of business. A research shows that mostly owners of different businesses say that use of social media do miracles for their businesses. Social media consists of online web interactive tools such as Facebook, YouTube, Google plus, Twitter, Snap chat, Blogs, whats app, imo Etc. Through these tools companies interact with their customers to maintain positive relations with them and to become more close to customers. To support our research we use case study of Maggi brand in India. In order to accomplish the objective of the study we use Brand Asset Valuator model. The findings of our research shows that social media has positive effect on brand equity during crisis. We also find that where the social media services are not available there are less chances of brand improvement and it has negative effects on brand loyalty and brand equity.
BUILDING BRAND AWARENESS: THE ROLE OF CELEBRITY ENDORSEMENT IN ADVERTISEMENTS.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Rahman, R.
Advertisers believe celebrity endorsement is an effective marketing tool for building brand recall and recognition most importantly, brandawareness. The article aims at identifying how celebrity endorsement in advertisement creates brand awareness. A qualitative in-depth interview is conducted among 30 respondents (15 from London, UK and 15 from Chittagong, Bangladesh) aged 18- 35 years or more on 4 selected TV advertisements (2 advertisements from UK, 2 advertisements from Bangladesh) to judge consumers’ responses towards celebrity endorsement in advertisement and how it stimulates brand awareness. Thematic analysis has been used for analysing data. Findings indicate though respondents can recall the advertisement which uses attractive, trustworthy, high profile celebrity, it will not be an effective marketing tool in the mature and saturated market like UK. The in-depth interview shown celebrity endorsement within the advertisement is a highly influential emotional driver in Bangladesh whereas UK respondents are indifferent to celebrity endorsement. To increase brand awareness, advertisers in Bangladesh should engage high-profile celebrity with positive image, credibility, trustworthiness who matches appropriately with the brand endorsed. Contrarily, advertisers in UK should combine information with other emotional appeal and drivers in advertisement to provide unique selling proposition and enhance brand awareness. It is expected that this cross-country research will solve existing literature gap and provide a comparative review on consumers’ responses towards celebrity endorsement used in advertising to stimulate brand awareness in developed and developing country perspective
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 heritage 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.
TRANSFORMATIONS OF MARKETING IN THE PERIOD FOR THE FOURTH INDUSTRIAL REVOLUTION
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Kratochvíl, O.; Hashesh, I.
We are now living at the onset of the Digital Economy, the Fourth Industrial Revolution, and the Internet of Things, which involve the full application of science and research into the development, production and change in the profile of the population of our civilization. In the following decade, an entirely new industry will be developed and many existing industries will have to go through extensive innovation. With the advent of robots and the Internet of Things there will be generated tremendous amounts of data, whose marketing use will require different technologies more than ever before. Marketing Mix thus must act upon all the five senses of the consumer. Firms will need to respond to events even before these events come about, and to prepare for the great demographic changes – the moving of people into cities, the migration of populations between civilizations, and the aging of our civilization. And it is exactly these phenomena prognosticate and predict the future of marketing. The fate of companies is now in the hands of the market, and hence in this situation it makes sense to try to define the vision of marketing for the third decade of this century, by unifying the philosophy of, and the strategic marketing goals for this period. Let us not hesitate to start now to act together in this endeavor.
IMPACT OF GREEN GUILT ON THE PURCHASE INTENTION: A CASE REFERRING TO FMCG SECTOR SRI LANKA.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Pemerathna, A.H.S.
The Underlying intention of this research is to identify the significance of generation Z idiosyncrasy and its influence on the brand dilution. This research would try to correlate the social characteristics of the mentioned generations and the consequential brand impact on modern business. Literature review was abstracted on the cultural aspects buyer behaviors and attitude movements of the generation Z, while the realism ontology was followed in creating the research methodology with interviews. Qualitative tools and methodologies were used to collect data and the interviews were the main tool while patterns identified through data coding. Findings suggested that the green guilt influences the purchase intention of the FMCG industry while the decision to buy is highly depending on availability of substitutable products and the relative pricing strategy of available green products. Moreover, gender represented a prominent role in green purchase intention while the green guilt is evenly identified in both male and female population. Main contribution of the paper would be on green marketing were the possibility of using green guilt as an advertising appeal is diagnosed through the study. Moreover, the social entrepreneurs and the companies with sustainability goals would also be sheltered from the findings of the study.
CREATING AND OPTIMIZING PERSONAS FROM DATABASES' INTERACTION: A FRAMEWORK PROPOSAL
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Teixeira, J.M.
The use of personas as a methodological tool was quite widespread in the last decade in the areas related to digital marketing and UX (User Experience). Despite that, the number of scientific publications is still not very significant. The paper’s aim is to present a framework that helps the process of creating and optimizing personas by a case study. The methodological procedures were: framework conceptual building and its application as a digital marketing case study. The application involved: dataset preparation; spreadsheets analysis and clusters analysis. For the last one, two types of process analysis were used: discoverer and organizer (by Vortx Software). As a result the research presents a framework with six steps: 1Idealization; 2 Interaction; 3 Analysis; 4 Adjustments; 5 Predilection and 6 Prescription. The framework was applied through a case study and the results emphasize steps 3 and 4, demonstrating their relevance to the full process that involves 06 steps. From the spreadsheets analysis it was possible to notice that the most representative profile (25% of database) had not been idealized, revealing the necessity to create a new persona. The cluster analysis tool identified nine groups of individuals with similar behaviors, showing a better way to communicate using a different digital marketing strategy for each persona.
CUSTOMER PERCEPTIONS OF SERVICE QUALITY DIMENSIONS: A COMPARATIVE STUDY OF INDIAN AND TAIWANESE ORGANISED GROCERY RETAIL CONSUMERS
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Jain, P.; Aggarwal, V.S.
Purpose –The main objective of the paper is to compare the service quality of Indian and Taiwanese organised grocery stores. It proposes to compare the relative importance of various quality dimensions of Indian and Taiwanese customers. The study also intent to study the effect of demographic variables such as age and sex on perceptions of service quality of customers. Design/methodology/approach – In our research, we have followed descriptive research design. Survey method using a questionnaire has been used to collect primary data about customer’s current perceptions regarding service quality. Findings –The paper provides a valuable insight on the perceptions of Indian and Taiwanese customers regarding the service quality of grocery stores in their respective countries which can be effectively analysed and implemented by the Indian retailers to improve the quality of their services. Research limitations/implications – One of the crucial limitations of this study is that the sample is unrepresentative as the rural areas of both the countries have not been covered. The study fails to conduct probabilistic sampling. Thus, in future such cross national studies must be undertaken with a more representative sample. Originality/value – This study provides an useful lesson to learn from the experiences of Taiwanese grocery retail market.
CHANNEL MANAGEMENT AND DISTRIBUTION IN PRINT MEDIA WITH REFERENCE TO NEWSPAPER INDUSTRY IN TAMILNADU, INDIA.
(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) VIyswarya, P.; Rajaram, S.; Inayath Ahamed, S.B.; Kundhavai, S.; Sriram, V.P.
Channel management is a term used to describe how companies gain control of multi-step, complex distribution channels to maximize revenues and reduce costs. Channel-management activities have historically been a challenge for the manufacturer. The purpose of this paper to assesses the impact of channels of distribution and channel management in print media whilst taking cognizance of the mediating effect of supply chain management. The study was undertaken in India with the sample of 450 respondents who are in Newspaper industry, Tamilnadu, India. Data has been collected through questionnaire which was evaluated using AMOS (Analysis of Moment Structure) to validate the conceptual framework. The findings reveal that channels of distribution and channel management have significant impact on the processes of newspaper production and distribution. Hence, the model structure adopted in this study fits well and confirms that attention should be given regarding the need for global coordination of products, production and distribution. This paper’s contribution is not as much in offering a schema as it is in suggesting an analytical plan/process that helps in visualizing structures and associated strategies de novo.
IMPACT OF MARKETING MIX ON BUYER CHARACTERISTICS TOWARDS THE LIQUOR PRODUCTS IN JAFFNA DISTRICT
(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Kumaradeepan, V.; Rajumesh, S.; Sivanenthira, S.
The study essentially focuses on consumption pattern towards liquor products. The research study’s conceptualization framework consists of two variables such as marketing mix and buyer’s characteristics. In this manner, the major reasons for undertaking this research study are to be created the awareness about importance of marketing mix and influence of buyer’s characteristics among the liquor consumers. Primary data used in this study were from questionnaires, and secondary data form annual reports and statistics of excise station-Jaffna and articles. Two hundred respondents were selected as a sample and questionnaires were issued to them to collect the data which was analyzed using the Regression Analysis, Correlation Analysis methods and used SPSS 21 package. The research findings show the general attitudes of the consumers towards liquor products in DCSL and Rockland brands. Both DCSL and Rockland consumers have almost same level of behaviors towards the liquor products for determining the research output. Therefore, the key recommendations for the moderate level of influence about overall buyer’s characteristics and for the low level of importance about overall marketing mix are more concerns about liquor buying behavior. We expect this research study on the consumption pattern towards liquor products will be helpful in enabling the manufacturers/marketers to modify the 4Ps towards consumers’ likes and dislikes, and enabling the consumers to change the life style towards the liquor products.
THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BEHAVIOR AND BRAND.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Ramprathap, K.; Rajaram, S.; Sriram, V.P.; Ahamed, S.B.I.
Brand is the highly valuable and priceless asset for firms. Social media makes it possible for purchasers and potentialities to carry straightforwardly to your brand representative or about your brand with their companions. However, the obvious query is: who are the overall populations communicating on the online and how drawn in would they say they're in online exercises? This article aims to answer the query based on a study with respect to the online exercises of 100 social media users. by identifying varieties of consumers, a division of these users and a right away model to appear at how changed indications recognized with long range interpersonal conversation locales positively affect the respondents' impact of online promotions. The answer can find how to engage with different types of Audiences with a purpose to maximize the outcomes of the online marketing strategy.
MARKETING PROBLEMS OF WOMEN ENTREPRENEURS AND MARKETING EDUCATION.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Goswami, D.
Success of any enterprise depends on adequate marketing. Apart from quality products marketing also depends on adequate mobility, knowledge of market, adequate manpower to sale the product, advertisements or publicity etc. Women entrepreneurs of Assam mostly face the problem of marketing. The reason behind this problem is mainly lack of marketing education among the entrepreneurs. Marketing Education is the teaching and learning of the multi-faceted, critical business function, undergirded by such social sciences as economics, psychology, and sociology. Certain skills and abilities are needed for success in today’s workplace. Effective Marketing Education provides those skills. The present paper attempt to study the marketing problems faced by the women entrepreneurs of Assam and the opportunities they availed on marketing education. The study was based on sample survey and confined to Guwahati city of Assam only. Data were collected through a questionnaire constructed for women entrepreneurs. Present study was conducted on women entrepreneurs for the reason that Women entrepreneurs of Assam face a series of problems right from the beginning till the enterprise functions. The investigator has analysis the marketing problems of the women entrepreneurs and also offers recommendations for marketing education among the prospective women entrepreneurs.
IDENTIFYING THE SUITABLE SUPPLY CHAIN ACTIVITIES FOR THE COST EFFICIENCY OF HOTEL INDUSTRY IN SRI LANKA
(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Begam, A.M.R.
Hotel industry as a whole is starting to awaken the activities of value of supply chain for the quality of service and cost reduction aspects. Utility of Supply chain management in the hotel industry is necessary in organizing activities to achieve the target. Nowadays service providing organizations were started focusing on supply chain. After the approximate 30 years of civil war in the country the hotel industry in Sri Lanka is booming of recording 160% of increase in tourists’ arrival in mid of 2016 when comparing to 2011. Better financial performance may boost the foreign direct investment and reinvestment to the industry to serve the increasing demand for the hotel rooms in the country. Suitable cost controlling activities may increase the profit per room. The recent analysis of the growth in hospitality industry in Sri Lanka reveals that the average operational profit per room in hotels are continue to decrease though the room occupancy and revenue are high. This research focuses on identifying the suitable activities of supply chain which helpful in reducing the operational cost while maintaining the service quality. The sample size selected for the study will be 20 managers responsible for Supply chain activities working in the higher, middle and lower levels of management from randomly selected hotels in Sri Lanka. Comparative analysis of the supply chain management of hotel industry of other tourist attraction in Asia is used for the qualitative analysis.
DEVELOPMENT AND EVAPORATION OF CUSTOMER LOYALTY: A NEW CONCEPTUAL MODEL.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Karunaratna, A.C.; Kumara P.A.P.S.
Customer loyalty has become a strategic tool in the highly dynamic and competitive business context. Due to the magnitude of its impact, loyalty is treated as the new mantra for sustained growth and profitability of the business. Especially in the marketing context, customer loyalty has become the focal point of interest for marketing researchers and practitioners. Customer retention is vital for a firm because acquiring a new customer is far more expensive than keeping an existing one. In retaining customers, loyalty plays a vital role. Preserving a satisfied customer base is highly important for a company, because highly satisfied customers stay loyal longer, talks favourably about the company products and services, less pay attention on competing brands and especially less sensitive to prices and offers of competing brands. Customer loyalty has been addressed in different views in different contexts such as brand loyalty, vendor loyalty, service loyalty and store loyalty etc. Because of its higher weight, the concept of customer loyalty has drawn a greater attention in the modern marketing context. An extensive survey of literature was conducted to identify the major determinants of customer loyalty. Although scholars have examined the impact of the various determinants on customer loyalty, studies on how customer loyalty is developed and evaporated are limited. At the initial phase, it is studied how loyalty is developed and identified the factors of customer loyalty. In the second stage, it is studied how loyalty is evaporated and what factors will be affected on this behaviour.