7th-2022

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/27980

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Factors Affecting on Adoption of E- Banking Services in Sri Lanka with Special Reference to the Commercial Banking Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Kumara, R. D. I. S.; Dissanayake, D. M. R.
This study examines the influence of perceived behavioral control, subjective norms, perceived usefulness, and perceived ease of use on the adoption of e-banking in the Sri Lankan commercial banking industry. The sample comprised individuals who use commercial banks' e-banking services. Initially, 500 questionnaires were distributed, with 385 appropriately completed responses utilized for the final data analysis. The investigation employed a theoretical framework based on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) to explore the factors influencing the adoption of e-banking services and their effects. Hypotheses were tested using correlation analysis, multiple regression analysis employing a hierarchical approach, and diagnostic tests for outliers, residuals, and influential cases. Additional statistical tests, including trend analysis and contrast tests of ANOVA, were conducted to analyze demographic characteristics, particularly focusing on respondents' income levels. The study validated four primary hypotheses, demonstrating significant correlations between e-banking adoption and perceived usefulness, subjective norms, perceived behavioral control, and perceived ease of use. It was also found that variations exist in e-banking adoption concerning several demographic factors. Limitations of the study include time constraints and a restricted sample selection. However, the novelty of the research lies in the extension of TAM and TPB within the context of the current research setting.
The Impact of Store Atmosphere on Consumer Purchase Intention: Moderating Effect of Gender with Special Reference to ARPICO Super Centers in Colombo District
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Gayathri, D. P.; Wanninayake, W. M. C. B.
The purpose of this research is to investigate the impact of store atmosphere on customer purchase intention at ARPICO Super Centers located in the Colombo district and to examine how gender, as a demographic variable, moderates the relationship between store atmosphere and customer purchase intention. Three dimensions of store atmosphere display layout, color and lighting, and cleanliness—have been identified as contributing factors. Purchase intention is considered the dependent variable in this study. The research examines the relationship between these atmospheric properties and consumer purchase intention within the given context. A quantitative research design was utilized, with the conceptual framework developed based on relevant literature. Primary data were collected through a sample survey conducted among 385 respondents in the Colombo district using an online survey. Data were gathered via a convenience sampling method. Hypotheses were tested using regression analysis with the aid of SPSS statistics software. The study's findings reveal positive and significant effects of store atmosphere on purchase intention at ARPICO Super Centers in the Colombo district. Additionally, the analysis indicates an insignificant moderating impact of gender on the relationship between store atmosphere and customer purchase intention. The overall conclusion is that store atmosphere significantly impacts customer purchase intention at ARPICO Super Centers in Colombo, and it is recommended that managers develop a creative store atmosphere to attract more customers.
Impact of Celebrity Endorsement on Consumer Purchasing Behavior in Sri Lankan Cosmetic Industry Specifically Considering Products; Hair Oil, Shampoo and Beauty Soap
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Padukka, L. U.; Weerasiri, R. A. S.
This research study was developed by rationalizing existing literature sources to construct arguments regarding two primary concepts: celebrity endorsement and consumer purchasing behavior in the Sri Lankan cosmetic industry, with a specific focus on products such as hair oil, shampoo, and beauty soap. The study focused on the impact of celebrity endorsement in the cosmetic sector, which plays a significant role in the local economy. Empirical research was conducted using the TEARS model, which includes variables such as trustworthiness, expertise, attractiveness, respect, and similarity of the celebrity as key factors influencing celebrity endorsement. Data were collected from 200 respondents through a convenience sampling method, resulting in a final sample size of 193 respondents from the University of Colombo, University of Sri Jayewardenepura, and University of Kelaniya. The findings of the research, based on an online survey questionnaire, are presented in graphs and pie charts. Data analysis was carried out using the Statistical Package for Social Sciences (SPSS). The findings revealed a positive relationship between celebrity endorsement and consumer purchase intention. The survey indicated that each variable of celebrity endorsement has a direct and significant positive impact on consumer purchase intention. The data analysis confirmed the reliability of all variables and demonstrated that celebrity endorsement significantly influenced the dependent variable, consumer purchase intention. Furthermore, the research findings suggest that celebrity endorsement should be considered a complex marketing communication strategy with the potential to yield highly positive results.
Impact of Loyalty Program Benefits on Brand Loyalty: with Special Reference to Dialog Axiata Company in Colombo District
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Kolabage, D. R. N.; Bandara, B. S. S. U.
In contemporary society, loyalty programs are considered a crucial variable in establishing customer relationships. Firms place significant importance on loyalty programs. This article investigates the perceived benefits of loyalty programs using a multi-benefits framework encompassing utilitarian, hedonic, and symbolic benefits. The objective of this article is to examine the impact of loyalty program benefits on brand loyalty and to assess the extent to which these benefits influence brand loyalty. Additionally, it aims to identify significant differences in brand loyalty based on usage duration. The Sri Lankan mobile communications industry, known for providing consistent service to customers, has lower customer switching costs compared to other industries. Dialog, the industry leader in mobile communications, serves as the research context. The study population included all Dialog mobile connection users in the Colombo district, and a convenience sampling approach was employed. Data was collected via a questionnaire distributed within the Colombo district and analyzed using SPSS. One-way ANOVA was utilized to identify significant differences concerning usage duration, while co-efficiency was used to determine brand loyalty. The findings demonstrated a substantial relationship between loyalty program benefits and brand loyalty. Symbolic benefits exhibited a strong positive impact on brand loyalty, whereas utilitarian and hedonic benefits showed a moderate positive impact. Additionally, no significant differences were found in brand loyalty based on usage duration. These insights can be utilized by businesses as a marketing strategy when implementing or modifying loyalty programs.
The Impact of Facebook Advertising Credibility on Consumer Purchase Intention: with Special Reference to Herbal Cosmetic Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Piyumali, J. K. A.; Gunawardane, W. A. D. N. R.
As technological advancements have accelerated, the advertising industry has shifted away from traditional tools to embrace social media networks as the primary medium for customer engagement. Among these platforms, Facebook stands out as the most popular. Despite this, advertising messages disseminated through social media networks often fail to elicit adequate responses from target audiences. The credibility of the information presented in social media advertisements remains questionable to many consumers, which may diminish the effectiveness of these ads and undermine marketers' efforts to convince customers to make purchases. This study aims to assess the impact of Facebook advertising credibility on customer purchase intentions regarding herbal cosmetics. To achieve this objective, a quantitative approach was adopted, involving a survey of 385 respondents from the Western Province who are Facebook users. Data were collected via an online questionnaire and analyzed using SPSS version 26. The findings revealed that advertising credibility has a significant positive impact on customer purchase intentions. It is recommended that marketers of herbal cosmetics focus on providing realistic and honest information in their advertising messages to enhance their effectiveness.
The Role of Brand Love in Developing Customer Purchase Intention with Special Reference to Smartphone Industry of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Lakmal, D. M. N.; Gunawardhana, W. A. D. N. R.
In Sri Lanka, numerous smartphone brands have attracted distinct groups of customers, making it valuable to explore the reasons behind customers' choices for particular brands. This study aims to understand why customers are drawn to specific smartphone brands and how brand love influences their purchase intentions. Specifically, the research investigates the role of brand love in shaping customer purchase intentions within the smartphone industry in Sri Lanka. The study employed a questionnaire to collect data from respondents across Sri Lanka, utilizing a convenience sampling method to gather responses from 384 individuals. Primary data were obtained through the questionnaire, while secondary data were sourced from journals and online resources. Data analysis was conducted using descriptive statistical tools and the SPSS software. The conceptual model of the study included four independent variables: brand loyalty, positive word of mouth, forgiveness of brand failures, and brand performance. Hypotheses were tested to examine the impact of these variables on customer purchase intention. The findings revealed that three of the four variables: brand loyalty, positive word of mouth, and brand performance had a significant impact on customer purchase intention.
Impact of Influencer Marketing on Consumer Purchase Decisions of Sri Lankan Domestic Tourists in Adventure Tourism: Mediation Effect of User Attitude
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Yasoda, J. A. H.; Medis, L. A. P.
The majority of content creators, bloggers, celebrities, and travellers utilize social media to share and disseminate their travel experiences with their communities. Consequently, the primary objective of this research study is to ascertain how influencer marketing impacts the sale of services in Sri Lanka's adventure tourism industry by proposing and testing a developed conceptual model. The Source Credibility Model serves as the theoretical framework for this study. Source credibility is treated as an independent variable, encompassing three dimensions: attractiveness, expertise, and trustworthiness. In this study, purchase intention is the dependent variable. Data were collected from 309 respondents via an online questionnaire, and responses were measured on a five-point Likert scale. The analysis, conducted using the Statistical Package for the Social Sciences (SPSS), revealed that purchase intention is more strongly positively related to attractiveness than to trustworthiness and expertise. The mediating effects of customer attitude were also identified. The study further examines implications, limitations, and suggestions for future research.
The Influence of Social Media Information Sharing on Green Fashion Purchase Intention in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Wickramarathne, N. O.; Patabendige, S. S. J.
The trend of "Going Green" in fashion has gained considerable popularity, with consumer interest in environmentally friendly and sustainably sourced fashion being significantly influenced by social media content. This paper aims to explore the impact of social media information sharing on green purchasing intentions, focusing on the psychological factors influencing consumer behavior. The study is based on Ajzen’s (1991) Theory of Planned Behavior (TPB), which posits that behavioral intention is influenced by attitudes (personal feelings towards a behavior), subjective norms (perceptions of others' opinions), and perceived behavioral control (one's ability to perform the behavior). The research examines the relationship between social media information and these three TPB factors, and their mediating role in green purchasing intentions. A survey-based approach was employed, utilizing online questionnaires distributed via a convenience sampling method to a tech-savvy and fashion-conscious demographic aged 20 to 39 in the Western Province of Sri Lanka. Of the 300 responses collected, data were analyzed using correlation and regression techniques with SPSS 26 software. The findings underscore the significant role of social media information sharing in shaping consumers' attitudes, subjective norms, and perceived behavioral control, all of which act as antecedents to green fashion purchasing intentions. However, the study reveals that the impact of social media information sharing on green purchasing intentions in the Sri Lankan fashion industry is positive but weak. This suggests that the industry should enhance its use of social media to more effectively influence psychological factors, such as attitudes towards green products, to better promote green fashion.
The Impact of Advertising Appeals on Purchasing Intention with Special Reference to Social Media Advertisements of Mobile Data Packages in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Vimukthi, U. Sahan; Herath, H. M. R. P.
In today's highly competitive business environment, marketers heavily rely on advertising to maintain a competitive edge. The mobile data service market in Sri Lanka is a sector where market players predominantly compete through advertising. The selection of the most suitable advertising appeal is crucial when designing and executing advertisements, as inducing purchase intention is a primary objective. Thus, this study aims to investigate the impact of social media advertising on purchase intention within the mobile data market in Sri Lanka. This research focuses on quantitative data, with a sample of 384 respondents selected on a convenience basis. The sample comprised Sri Lankan mobile data package users or potential users residing in the Western Province, primarily between the ages of 18 and 35. Primary data were collected using a well-structured questionnaire and analyzed with SPSS 26. Factor analysis was employed to assess the reliability and validity of the study, while regression analysis was used to evaluate the impact and significance of various advertising appeals on purchase intention. The findings indicate that both rational and emotional appeals significantly influence purchase intention. However, it was found that rational appeal has a substantially greater positive impact on purchase intention compared to emotional appeal in the context of mobile data package advertising in Sri Lanka.
The Impact of Facebook Electronic Word of Mouth on Consumers’ Purchase Intention: with Special Reference of Fashion Apparel Brand Pages in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Bandara, W. M. C. D.; Thilina, D. K.
The largest social networking site, Facebook, with over 2.85 billion users, is the focus of this study, which investigates the impact of Facebook electronic word of mouth (eWOM) on consumer purchase intentions regarding fashion apparel brands in Sri Lanka. The study employed a quantitative approach, converting data into numerical forms for statistical analysis. Four objectives related to the dimensions of eWOM were addressed through multiple regression analysis to test the research hypotheses. Data were collected using a structured online questionnaire from a sample of 200 respondents who had liked at least one fashion apparel brand page on Facebook, employing a non-probability sampling technique. Secondary data were obtained from published research, related articles, and journals. Descriptive analysis was performed to summarize the data meaningfully, and a multicollinearity test was conducted to examine intercorrelations among independent variables. Data analysis was carried out using Statistical Package for Social Science (SPSS) version 25.0. The study suggests further examination of how Facebook brand pages impact consumers' purchase intentions.
Impact of Online Customer Reviews on Purchase Intension with Special Reference to Sri Lankan Tour Packages
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Herath, H. M. S. A. N.; Herath, H. M. R. P.
In today’s constantly connected world, dominated by mobile device usage, social media, and online review sites, traditional word-of-mouth has been supplanted by digital platforms. Previously, businesses relied heavily on word-of-mouth to generate traffic and business. Nowadays, online reviews, whether positive, negative, or lacking, can significantly influence a business's success. Understanding the impact of these reviews on business reputation is crucial. A positive reputation remains a powerful marketing tool, essential for attracting new customers. Companies can leverage information from various websites, including booking.com, agoda.com, and other rating and review platforms, to address customer concerns and complaints. This study examines how consumers are influenced by their own and others' customer care experiences when selecting brands or companies for purchases. Due to challenges in information gathering, a convenience sampling technique was used to select a sample, which aimed to reduce selection errors and accurately represent the population. The sample comprised 100 respondents who had booked Sri Lankan tour packages. Primary data were collected via a structured questionnaire distributed online to respondents in the Central and Uva Provinces. The study tested four independent variables: source credibility, timeliness, valence of reviews, and length of reviews. All alternative hypotheses were accepted, demonstrating a positive impact of these variables on purchase intention. Correlation and regression analyses were conducted to evaluate these impacts.
Impact of the Attitude towards Traffic Light Signposting Labels (TLL) and Health Consciousness on Customer Purchase Intention of Sugar Sweetened Beverages (SSB) in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Prabodhani, W. S.; Wijenayake, S. I.
In Sri Lanka, diabetes has emerged as a significant health issue, affecting 9.8% of adults. According to data published by the WHO in 2020, diabetes results in approximately 12,460 deaths annually. Sugar-sweetened beverages (SSBs) are identified as major contributors to high-sugar diets, with 26.5% of children consuming carbonated beverages one or more times per day. In response to these concerns, the Ministry of Health and Indigenous Medicine implemented a Color Coding System to indicate whether the sugar content in soft drinks is high, moderate, or low. This research aimed to evaluate the performance, effectiveness, and impact of these regulations on consumers' consumption of sugar-sweetened beverages. The Theory of Reasoned Action (TRA) framework was utilized to assess attitudes and behaviors. A quantitative approach was employed, involving data collection from 384 respondents through self-administered structured questionnaires distributed online. The findings reveal a significant positive impact of Health Attitude and Label Attitude on the purchase intention of low sugar-sweetened beverages. However, Label Attitude alone did not significantly impact Purchase Intention, indicating that these two variables are independent. The study includes a detailed discussion of the results in relation to existing literature and outlines the managerial implications of the findings.
The Impact of Consumer Brand Relationship on Brand Evangelism: Examining the Moderating Effect of Brand Loyalty with Special Reference to the Mobile Telecommunication Service Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Adikari, A. A. N. M.; Dissanayake, D. M. R.
In response to the research gaps identified within the telecommunication sector, this research paper aims to analyze the impact of consumer-brand relationships on customer brand evangelism. The study examines how Brand Loyalty acts as a moderating factor between the dependent and independent variables. An integrative model was developed based on a review of the literature and tested using data collected from 378 respondents residing in the Western Province of Sri Lanka through an online survey. Data analysis was conducted using the Statistical Package for Social Sciences (SPSS) version 25. The findings reveal a positive and significant impact of Consumer-Brand Relationships on Brand Evangelism, with the exception of brand salience. Additionally, Brand Loyalty was found to moderate the relationship between Consumer-Brand Relationships and Brand Evangelism, demonstrating positive and significant effects. These findings enhance the understanding of the value-enhancing potential of mobile telecommunication services, address existing gaps, and illustrate how customer Brand Loyalty influences brand evangelism.
The Impact of Brand Personality on Brand Trust with Special Reference Fast Food Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Kumari, V. D.; Gunawardane, W. A. D. N. R.
This article aims to examine the impact of brand personality dimensions on brand trust within the Fast Food Industry in Sri Lanka. Numerous researchers in various countries and contexts have explored this topic using different brand personality attributes. This study, however, focuses on five specific brand personality attributes: Sincerity, Excitement, Competence, Sophistication, and Ruggedness, which serve as the dimensions of the independent variable. The research is based on responses from 378 participants. A quantitative research design was employed, and the data collected were analysed using the Statistical Package for the Social Sciences (SPSS) version 26. The major findings, derived from testing hypotheses through multiple regression analysis, indicate that Sincerity, Excitement, and Competence have a positive and significant impact on brand trust. Conversely, Sophistication and Ruggedness were found not to have a significant impact on brand trust within the Fast Food Industry in Sri Lanka. The study also identifies certain limitations and provides suggestions for future research to enhance the effectiveness and reliability of the findings.
The Impact of Celebrity Endorsement on Purchase Intention of the Telecommunication Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Amalka, M. D. H.; Wanninayake, W. M. C. B.
This paper aims to determine the definitive impact of celebrity endorsement on purchase intention within the telecommunication industry in Sri Lanka. The study utilized the TEARS model variables as the independent variables, with purchase intention as the dependent variable. The conceptual framework and questionnaire were developed following a comprehensive review of relevant literature and concepts pertaining to the study area. A quantitative research approach was employed, and data were collected using a self-administered questionnaire. Out of the 396 questionnaires distributed, 340 responses were used for analysis after excluding extreme cases. To assess the hypothesized relationship between the independent and dependent variables, a multiple regression analysis was conducted using SPSS version 26. The findings revealed a significant impact of celebrity endorsement on purchase intention within Sri Lanka's telecommunication industry.
The Impact of Online Relationship Marketing Strategies on Brand Loyalty During the COVID19 Pandemic with Special Reference to Life Insurance Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Liyange, L. S. M.; Weerasiri, R. A. S.
The focus of this study is on the digital marketing strategies for life insurance during the pandemic and the consequent lockdown and shutdown periods. The objective was to analyze the digital transformation of marketing practices and its effect on customers' purchase intentions. COVID-19, as the prevailing pandemic, was examined for its impact on the digital transformation of marketing strategies. This study explores the relationship between relationship marketing strategies and consumer brand loyalty, specifically within the life insurance industry. The research includes four key dimensions of online relationship marketing: Consumer Engagement, Conflict Handling, Communication, and Consumer Interactivity. Their impact on brand loyalty in the life insurance sector was assessed. Using an intercept approach, a sample of 150 insurance customers was selected, with a focus on customers from the main branches of five insurance companies in Sri Lanka. Data analysis was conducted using SPSS Version 20 software. After valid cases were entered into the software, various statistical analyses were performed. The findings indicate a positive impact of online relationship marketing strategies: Consumer Engagement, Communication, Interactivity, and Conflict Handling on brand loyalty. Enhancing online interactions between insurance companies and their customers is likely to improve customer convenience during the pandemic.
Impact of In-Store Atmosphere on Consumer Perception at Modern Trade in Sri Lanka: Examine Store Format as Moderating Variable
(Bhagya, R. M. H.; Dissanayake, D. M. R. (2022), Impact of In-Store Atmosphere on Consumer Perception at Modern Trade in Sri Lanka: Examine Store Format as Moderating Variable, 7th Student Research Conference in Marketing (SRCM 2022), Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka. Page 32, 2022) Bhagya, R. M. H.; Dissanayake, D. M. R.
With the implementation of open economic policies in 1978, Sri Lanka's retail sector has undergone a significant transformation from traditional to modern retailing. However, marketing strategies within the modern trade sector still face issues with effectiveness. The primary objective of this research was to examine the extent to which in-store atmospheric elements impact consumer perception in modern trade in Sri Lanka, while also investigating the moderating effect of store format. A sample of 384 respondents from the Western Province was obtained through a survey method. Data was collected using a structured questionnaire in this quantitative study. The analysis was performed using the Statistical Package for Social Sciences (SPSS), version 21. The results revealed that ambient, promotional, and social factors significantly impact consumer perception, while the design factor does not. Furthermore, the analysis concluded that store format does not significantly moderate the relationship between in-store atmosphere and consumer perception in modern trade. Final interpretations and recommendations were developed based on these key findings.
The Individual Social Media Influencer Elements that Affect Instagram Users' Purchase Intension to Buy Fashion Accessories
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Nanayakkara, K. H. B.; Wijenayake, S. I.
Influencer marketing is experiencing rapid global growth, prompting marketers to consider it a vital component of their marketing strategies. Fashion has increasingly garnered attention, permeating various aspects of daily life as both a means of personal expression and protection. The internet provides a marketplace and channel for reaching potential customers, and employing influencers in marketing campaigns is an effective strategy to achieve this. Fashion influencers, including social media personalities and fashion bloggers, wield significant influence over their followers. This study investigates the impact of individual social media influencer attributes on Instagram users' purchasing intentions for fashion accessories. Models of source attractiveness and source trustworthiness were utilized, encompassing constructs such as trustworthiness, expertise, similarity, familiarity, and likability. A quantitative approach was adopted, with survey questions distributed to Instagram users aged 15 and older to collect data. The data was analyzed using the Statistical Package for the Social Sciences (SPSS). The results indicated that purchase intention is positively influenced by dependability, expertise, likability, and familiarity. This study's findings suggest that marketers and influencers should develop effective marketing strategies to enhance consumer purchase intentions and conduct further research in diverse contexts to address potential gaps in specific practices.
Proximity & Effects of Customer Relationship Marketing on Customer Retention: An Empirical Study Based on Sri Lankan Life Insurance Companies
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Sandamali, B. T. C.; Patabendige, S. S. J.
The purpose of this research is to identify the relationship between Customer Relationship Marketing (CRM) and Customer Retention within the life insurance industry. In the current environment, insurance businesses heavily rely on marketing strategies. Without an effective marketing plan, it is challenging for an insurance company to remain competitive and defend its market position. Customer Relationship Marketing is utilized by insurance companies to understand customer needs and foster effective communication and cooperation. This approach ensures the acquisition and retention of the most profitable customers using the most effective methods. The research is based on information gathered from both primary and secondary sources. Quantitative data were collected through questionnaires from a sample of 385 respondents and analyzed using SPSS Version 23. Regression analysis was employed to test the impact of CRM approaches on customer retention. The study concluded that CRM practices such as empathy, communication, trust, and responsiveness have a statistically significant positive effect on customer retention. However, the impact of commitment on customer retention was found to be positive but statistically insignificant. Therefore, it is recommended that insurance companies enhance their CRM strategies to improve customer retention.
An Investigation of the Influence of Marketing Mix (4Ps) and Their Relative Importance on Cosmetic Purchase Intention of Youth Generation in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Ranasinghe, S. C.; Herath, H. M. R. P.
This article aims to analyze the impact and the importance of the marketing mix: product, price, place and promotion, on the purchase intention of cosmetics products of the young generation in Sri Lanka. Based on a review of the literature, this study develops an integrative model, and it was tested using data collected from 384 undergraduate candidates of universities and institutions of higher education established under the purview of the University Grants Commission of Sri Lanka through an online survey. Secondary data is obtained from textbooks, journals, articles, websites, and previous theses. According to descriptive statistics, respondents agree upon the influence of product and price on consumer purchase intention. Respondents are less likely to agree upon the influence of place and promotion on consumer purchase intention. The study concluded that product and price have the greatest influence on consumers, which have become major considerations for consumers when purchasing cosmetics. Also, it could be concluded that location and promotion affect the intention to purchase cosmetics products to some extent. These findings contribute to understanding how close marketing mix elements are to consumers today and illustrate how those elements influence purchase intention. Therefore, firms can adopt the results of this study to find out the most appropriate points when marketers try to reach consumers through the marketing mix in the current situation.