2nd-2017

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17332

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Author: search.filters.author.Gayathree, D.A.G.P.K.Subject: search.filters.subject.Revisit intention

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    Factors Influencing the Brand Loyalty towards the Fast Food Industry in Sri Lanka: with Special Reference to Internationally Franchised Fast Food Brands in Sri Lanka
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Perera, H.M.H.N.; Gayathree, D.A.G.P.K.
    Fast food industry in Sri Lanka can be considered as a very competitive industry with the rivalry being intensified every single day with the entry of new players to the market. There are both local and international fast food brands currently operating in the country, which adds to the competition. In such a situation, marketers are faced with the challenge of making their customers loyal to their fast food brand. Therefore, the purpose of this research is to identify which factors contribute to create brand loyalty towards the fast food industry in Sri Lanka, with special reference to the internationally franchised fast food brands currently operating in the country. The researcher also intends to investigate the extent to which these factors impact on generating brand loyalty towards the fast food industry. The sample of 150 respondents of this study was selected from Colombo and Gampaha Districts representing the Western Province, using convenience sampling method. A questionnaire based survey method was used to gather the primary data required for the study.
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    The Factors Affecting the Revisit Intention of Fast Food Restaurants:(With Special Reference to Generation Y in Western Province Sri Lanka).
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Kuruppuarachchi, E.N.; Gayathree, D.A.G.P.K.
    The research identifies the determinants of revisit intention of fast food restaurants of Generation Y consumers in Western Province of Sri Lanka. More specifically, the research assesses the degree of influence made by determinants on revisit intention of Generation Y people; identifies the most salient determinant that influences the customer revisit intention of Generation Y to fast food restaurants; and examines whether the revisit intention vary according to their gender in Western Province of Sri Lanka. The data were gathered using a questionnaire and the collected data were analyzed by employing SPSS statistical software version 17.0. In order to test the reliability of the variable indicators, reliability test was done. The study found that revisit intention of fast food consumers of Generation Y is high and also found that all five key determinants influence the individual revisit intention. However, when it comes to group scenario, food quality, perceived value, restaurant location and restaurant image are the main influencing determinants, which is a new empirical finding. Perceived value determinant was proven to be the most salient determinant of revisit intention which is contradictory with the findings of existing literature. The study further concludes that revisit intention does not vary with the gender.