Volume 7 : Issue 1 - 2021
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29862
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Item Employee’s Job Satisfaction with Computer Mediated Communication System(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Gunawardana, T. S. L. W.; Sirimanna, U. I.To fill the gaps in the computer mediated communication literature and provide useful information on interpersonal relationships within an organization, this study aims to investigate how computer mediated communication (CMC) system have impacted on employee’s job satisfaction of Ceylon Electricity Board, Sri Lanka. An empirical research was conducted to test the hypothesized relationships based on a conceptual framework developed through a comprehensive literature review on CMC and job satisfaction. Through a literature support this model consisted of three independent variables (i.e., electronic mails, instant messaging and computerized maintenance management) in computer mediated communication system and a dependent variable which is job satisfaction. The sample of the study consisted of 100 respondents representing executive and medium level technical service (MLTS) staff of the transmission division of Ceylon Electricity Board in Sri Lanka. Self-administered questionnaire and the web-based questionnaire was used to collect primary data. The data were analyzed with Partial Least Squares path modeling (PLS) to test the hypotheses of the study. The research findings indicated that computerized maintenance management is the most significant factor impacting on the employees’ job satisfaction. Moreover, it also identified that there is a positive and statistically significant impact of instant messaging and electronic mails on employees’ job satisfaction. The results provide valuable input regarding the instant messaging and job satisfaction. Therefore, managers should have to pay their more and more attention in order to improve instant messaging as one of the communication media in an organization. In this research considered only three CMC dimensions which influence the job satisfaction. But there are more CMC dimensions used as organizational communication in future studies.Item The Impact of Negative Brand Experience on Brand Avoidance with the Mediating Effect of Negative Emotions: Evidence from the Sri Lankan Mobile Telecommunication Sector(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Amarasinghe, D. P.; Jayasinghe, J. A. S. C.A knowledge gap existed in the light of available literature due to a lack of comprehensive understanding and conflicting viewpoints regarding negative brand experience and brand avoidance. This research aims to investigate the impact of negative brand experience on brand avoidance in the Sri Lankan mobile telecommunication industry. Further, it investigates the impact of negative brand experience on negative emotions, negative emotions on brand avoidance and examines the mediating effect of negative emotions in the relationship. This research is a positivistic study done using a questionnaire in selected urban areas based on a convenience sample of 120. A SEM model was used to analyze the data based on SPSS and Amos 23. The research bridges the theoretical gap that existed due to unawareness of simultaneous effects of negative brand experience and negative emotions on brand avoidance in the Sri Lankan context. Findings indicate that negative brand experience positively affects brand avoidance, while negative emotions also positively affect brand avoidance. Further, it realizes that negative brand experience has no significant effect on negative emotions. Finally, the research found that negative emotions have no mediating effect on the relationship between negative brand experience and brand avoidance.Item Factors influencing the Purchase Intention of Green Packaging among Millennials in Gampaha District of Sri Lanka(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Munasinghe, P. M.; Shantha, A. A.Fast moving consumer goods sector is one of the expanding industries that influences on the green marketing issues. This study seeks to understand how the impact of green packaging on consumer purchasing intention among millennial generation in Gampaha District. The main objective is “to identify the factors that mostly influence on millennial consumer’s green packaging purchase intention”. According to comprehensive literature review, the researcher identified 4 variables of purchase intention namely; Product Characteristics, Environmental Concern, Government Role and Demographic Factors. Further, researcher was able to recognize the most enhancing components for some independent variables. Then, examined the hypothesis by using PLS-SEM except the Demographic Factors. Therefore, Education, Income and Gender under demographic variables tested chi-square test, Pearson correlation and significances by using SPSS. The researcher distributed questionnaires randomly to selected sample of 200 respondents selected under the multi stage sampling method according to a proportion within the 8 GN Divisions out of 37 in Kelaniya DS Division in Gampaha District who age between 18 – 35 years. All examined variables determined positive relationship with Purchasing Intention except Gender. However, the outcomes represented that no significant effect of Government Role, Environmental Concern, Income, Gender and Investment of Government under the Government Role but other mentioned variables recorded 95% significant on Purchasing Intention. The study identified that younger generation has an awareness and knowledge about ecological behavior. The implications of this study formed awareness into buying intention towards ecological packaging which can be used by FMCG businesses in Sri Lanka when deigning product packages.Item The Impact of Online Communities and E Word of mouth on Purchase Intention of Generation Y: The Mediating Role of Brand Trust(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Kamalasena, B. D. T. M.; Sirisena, A. B.Effective marketing and advertising campaigns contribute to customer development, profitability, and business success in the long term. The evolving economies, globalization, and innovative technologies, which have quickly transformed the economic community, make present markets more attractive. Marketing firms are pushed in a new direction by social media marketing, such as Facebook, Twitter, and YouTube. Social media have reached so deeply into millions of people globally and it also has drawn the interest of advertisers. Considering the timeliness and relevance of the phenomenon, this study aims to identify the impact of online communities and e word of mouth on the purchase intention of generation Y. The relevant data were collected through a self-administered questionnaire from 150 individuals aged 25 to 40 years who are residing in the Colombo district based on the convenience sampling method. This study found a positive significant effect of e word of mouth on brand trust and purchase intention and the relationship between e word of mouth and purchase intention is mediate by the brand trust. Further, online communities have a positive significant impact on brand trust and the relationship between online communities and purchase intention is mediated by brand trust. This research fills the gap in the existing literature and provides valuable insights to organizations that use social media marketing as a communication tool.Item Customers’ Role in Co-Creating Value at Self-Service Technologies: From Role Theory Perspective(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Galdolage, B. S.Technological maturity brings both the organizations and customers into a digital era where organizations provide its service fully or partly through technological platforms, letting customers to perform by themselves without having direct interaction with the organization’s employees. This transforms customers’ role into more ‘active’ to be a collaborative value creator than be a passive recipient of the value produced by the organization. Organizations’ role also converts from ‘provider’ of the value to the ‘value facilitator’, who offer value prepositions for customers’ co-creation process. Though both the customers’ and business organizations’ roles have been changed in the current business context, the scholarly attention given to understand this transformation is very rare. In such a backdrop, this study aims at understanding customers’ role in co-creating value at SSTs using the foundations of the Role Theory. Centered on the positivistic approach, this research carried out a quantitative survey distributing self-administered questionnaires among 600 customers chosen based on non-probabilistic convenience sampling method. The study found significant positive impacts of ‘role script’, ‘role performance’ and ‘role set’, and insignificant effect of ‘role congruence’ on customer value co-creation in SSTs. The study theoretically contributes to enhancing the knowledge on customer value co-creation in self-service technologies from role theory perspective, while practically helps business organizations to understand customers’ role well and design SSTs which match with the customers’ expectations.Item Decision Making Styles of Sri Lankan Millennial: Are They Different?.(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Lakshika, V. G. P.; Ahzan, M. J. M. F.At present consumer decision making is more complex and difficult but far more vitally in it is important than the past as the consumers today are thorough consumers. Therefore, consumer decision-making styles have become one of the most popular and interesting areas of research in the marketing and behavioral sciences of academia. Besides, in the modern marketing era, Millennial has become one of the major interesting research subject due to their unique characteristics. Therefore, the aim of this study is to develop a more rigorous understanding of the Sri Lankan millennial decision-making styles. The research philosophy of the current study is a positivist research paradigm and follows a deductive approach and survey strategy. Convenience sampling technique was used to draw the sample and the sample size was 385. The study extracted seven factors from the original Consumer Styles Inventory (CSI) scale through an exploratory factor analysis and found that Sri Lankan millennial has seven decision making styles namely Perfectionist Conscious, Habitual & Brand Loyal Conscious, Novelty Fashion Conscious, Brand Conscious, Hedonistic & Recreational Conscious, Confused by over choice and Impulsive Consumer. Further it revealed Price - conscious decision - making style did not appear among the Sri Lankan Millennial where Sri Lankan millennial are highly perfectionist conscious consumers. Based on the findings, study proposes several theoretical and practical implications along with direction for the future research.Item Tourism Amid Covid-19 Pandemic in Sri Lanka Way-Forwarding Strategies Through the Porters’ Diamond Model(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Fernando, I. N.Tourism has been emphasized as one of the main sources of foreign exchange for different economies in the world, whereas most of the developing countries recognized hospitality, Travel, and Tourism as an inspiring element for socio-economic prosperity. Within previous decades, tourism satisfaction or “choice for destinations” were gradually transformed towards different segments as a paradigm shift. The nature of tourism provides a pathway on socio-economic development, whereby entrepreneurship and venture creations, renewal of forgotten natural resources with new value addition, and diminishing the poverty line. Within this notion, COVID-19 Pandemic identified as a peripheral economic shock whereas distressing remarkably to the global economies contrarily by restricting human mobilization, entertainments, and events while negatively affecting the global economy. This paper adopts the Diamond model proposed by Porter by linking the vulnerability of the tourism industry in Sri Lanka during 1st-2nd waves of the pandemic. Research objectives were developed to identify the way-forwarding strategies on recovering the Tourism amid the COVID-19 pandemic, study sample had been derived by prioritizing the locked-down of the country by targeting key stakeholders, and data were qualitatively gathered. Within the light of the literature, each of the six facets has been identified as “Themes” and qualitatively discussed. As main findings, “situational forces” were emphasized as the most vibrant economic facet within the model, whereas the following main recommendations were proposed as way-forwarding strategies; (a) Safety, security, and political harmony of the country (b) Subsidies for tourism MSMEs and conducive environment for entrepreneurship. (c) Destination promotions / e-promotion platforms (d) Attracting foreign joint-ventures/ investments, (e) Healthy rivalry among the local firms and collective bargaining, (f) Prioritizing Spiritual, Health and wellness, Rural and Ayurveda tourism, (g) Popularizing Tea related Tourism through brand image of “Ceylon Tea”Item Measuring Customer Intrinsic Value, Brand Trust and Consumer-Brand Relationship in the Life Insurance Industry: Scale Development and Validation(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Pushpakumara, B. M. A.; Shamil, M. M.; Yatigammana, M. R. K. N.This is the first study to comprehensively explore, develop and validate a scale for customer intrinsic value, brand trust and consumer-brand relationship behavior for the life insurance industry in Sri Lanka. This task was realized through an extensive literature review and discussions with academic experts and practitioners in the insurance field. A factor analysis was performed using the principal component analysis with Varimax rotation. The refined scales exhibit reliability, convergent validity, discriminant validity and will be useful for future researchers and managers.