ICAM-2017

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PSYCHOLOGICAL FACTORS AND CUSTOMER SATISFACTION AT RETAIL STORES IN JAFFNA MARKET
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Vaishanvai, S.; Vinothini, R.; Thadsaniya, I.; Vimalini, V.; Suvithika, S.; Keerthika, S.; Shivany, S.
Marketing starts with the needs of the customer and ends with his satisfaction. Consumer is the one who consumes the goods and services produced. The psychological factors are the factors that about the psychological of on individual that drive. His actions to seek satisfaction. Some of the important psychological factors are perception, motivation, learning, attitude and beliefs. Customer satisfaction dissatisfied customer will probably cut their relationship with be engaged in negative word of mouth advertisement will directly affect a company’s maintenance and profitability. The satisfied customer will probably talk about their experiences with others who then will be engaged in positive verbal word of mouth (oral) advertisement. Customer satisfaction is the important phenomenon in the retail business; psychological factors have the major influence on customer satisfaction. This paper is probably the first to explore the link between psychological factors and customer satisfaction in Jaffna in retail store contexts. Convenience sample of Jaffna retail customers surveyed using a self administered questionnaire. Through the quantitative methodology, data were collected from 120 retail customers in Jaffna retail market. Descriptive and inferential statistical were used to analysis the data. Finding shows that psychological factors contributes to customer satisfaction at retail sector. Even thought motivation, perception, learning and attitude are contributing to customer satisfaction. Motivations at this retail stores are boosting in creation of customer satisfaction at retail stores. Therefore, this study has a practical implication for managing motivational factors in this retail sector.
THE ELECTRONIC WORD OF MOUTH AND CUSTOMER RETENTION AT RETAIL STORES IN JAFFNA MARKET.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Suganya, A.; Mary Theresha, S.; Queenmary Figurado, X.M.; Glodiya Fernando, N.I.; Lathursha, S.; Sinduja, K.; Shivany, S.
Nowadays people mostly access social media therefore they get information regarding goods and service through e-WOM . E-WOM can be found in several different typologies known as one-to-one communication ,one-to-many communication(websites) or many-to-many communication .Lack of Research Work on the topic of how Electronic Word of Mouth (E-WOM) has impact on customer retention made a gap for the research. Many researchers studied the influencing variable of customer retention in retail sector in other countries. Jaffna market, an developing retail plat-form needs the kind of research for strategic implication on technology application for E-WOM therefore, this research tries to make a link with E-WOM and customer retention. A frame work was developed based on extensive review of Literature with two variables E-WOM and customer retention. a structured questionnaire was distributed among 100 customers who engaged with E-WOM in Jaffna retail market. The findings show that E-WOM has a significant positive impact on customer retention. There is a positive significant impact on customer retention on E-WOM. Findings clearly indicate that is imperative for retail sector to enhance customer retention. This due to growth of information Technology, instant popularity of websites such as face book, Twitter, Youtube and Wikipedia which have given liberty to customers in spreading there feedback quickly and conveniently.
EXPLORING THE MODEL FOR MULTIMEDIA MESSAGING SERVICES MARKETING FOR SPECIAL CONTEXT.
(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Shivany, S.; Dilogini, K.; Hensman, G.H.; Kajanthy, K.
This research paper aims to explore a model for multimedia messaging services in contemporary marketing environment. There are many research studies in foreign countries regarding multimedia messaging marketing which is applicable to their culture, environment and context. But in Sri Lanka, there are lack of research studies regarding MMS marketing. This research study aims to fill this research gap and to establish a new model for the special context. Now-a-days marketers have reduced the paper advertisement, television advertisement and have shifted to mobile marketing. Mobile usage is an instant response giver to the marketers by the customers. In this way new methods of MMS are making business activities very much effective trends than past eras used on traditional methods. The main purpose of this research paper from the researchers’ point of view is to develop a model to understand the significant role of MMS in contemporary marketing world. This research paper explores a model which gives a new idea of multimedia messaging service connected with marketing aspect to special context through analyzing the past researchers’ conceptual models. This research paper concludes by citing the past researchers’ models and suggestions. Finally the researchers have found a new model to the Jaffna marketers from the past findings. The model explores ease of use, previous experience, image, visibility, informativeness, entertainment and relative advantage which has an impact on intention to adopt MMS in Jaffna.

ICAM-2017

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