8th-2024

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/28086

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The Analysis of Physical Environment on Customer Revisit Intention through Customer Satisfaction with Special Reference to the Eco Lodges in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Fernando, J. F. S. P.; Medis, L. A. P.
This research is carried out to investigate the impact of the physical environment on customer revisit intention and the mediating effect of customer satisfaction, with special reference to the eco-lodges industry in Sri Lanka. Based on the nature of the research problem, convenience and judgmental sampling techniques were used to collect the primary data. A total of 423 consumers in Sri Lanka were selected for the sample from those who visited eco-lodges. Descriptive analysis was used to analyse the collected data for both the independent variable and dependent variable, and regression analysis and a one-sample test were adopted to test the hypotheses. According to the data analysis, the major findings indicate a less positive impact of design and ambient conditions on Eco Lodge’s industry customer satisfaction. Equipment also has a weakly negative impact on customer satisfaction. Also, the degree of social factors is high in Eco Lodge’s service stations in Sri Lanka. The analysis also confirmed that customer satisfaction mediates the relationship between the physical environment and customer revisit intention. This study contributes to the existing body of knowledge by highlighting the importance of each factor in the eco-lodges and hospitality sectors. Its application in the hospitality business and implications for future research are also discussed. Here, major research limitations are the restraint of the sampling coverage and the restriction on covering the valuable industries in Sri Lanka. The practical implications of this study highlight the value of the physical environment and emphasise the importance of customer satisfaction. Finally, the results provide detailed implications and a platform on which future research can be built. be built.
Application of Emotional Advertising Appeal on Consumer Brand Trust towards Consumer Electronic Brand Sector: Examining the Mediating Role of Attitude towards Advertisements
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Madhushani, V. I.; Dissanayake, D. M. R.
The study investigates the influence of emotional advertising appeal on consumer brand trust within Sri Lanka's burgeoning consumer electronics sector, a domain seeing heightened usage, particularly in Colombo. Despite this, the impact of emotional advertising appeal on brand trust remains underexplored in Sri Lanka. Thus, this research aims to delve into this relationship, specifically examining the mediating role of attitude toward advertising. Drawing from an extensive literature review, a conceptual framework was developed. The hypotheses were tested using regression analysis, while the convenience sampling method was used to analyse data from 272 respondents who recently purchased or searched for consumer electronic items in Sri Lanka's Western province. The analysis was assisted by the SPSS 23 version. Results reveal a significant impact of emotional advertising dimensions (humor and romance appeal) on brand trust. Notably, the study reveals the mediating effect of attitude toward advertising in linking emotional advertising appeal to brand trust. There is still a need for more research into the effect of emotional advertising appeal on brand trust and attitudes toward advertising in the Sri Lankan context. Additionally, the paper discusses managerial implications and suggests avenues for future research, contributing novel insights to the field.
Effect of Mobile Network Portability (MNP) Adoption on Customers’ Switching Intention of Telecommunication Industry in Sri Lanka: Mediating Effect of Attitude Towards MNP
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Kulathunga, K. W. M. W. T. P. K.; Thilina, D. K.
The mobile telecommunication industry is one of the fastest-growing industries in Sri Lanka, and the competition among telecommunication providers has increased continuously. Therefore, service providers need to sustain their customers and attract other customers to remain in the market. There are a lot of complaints from customers about their telecommunication provider’s service, but there is no huge improvement in the churn rate of the Sri Lankan telecommunication industry because of the inability to keep their existing phone numbers. As a result, many countries have introduced the Mobile Number Portability (MNP) concept, and mobile users can change their mobile service provider if they are unsatisfied with their mobile service providers without changing their mobile phone numbers. Sri Lanka is also trying to implement the MNP concept. Therefore, this research aims to address these gaps by examining the effect of Mobile Number Portability (MNP) adoption on the switching intention of customers as well as the mediating role of attitude towards MNP. Three independent variables were identified according to the previous literature: perceived usefulness of MNP, knowledge of MNP, and perceived porting cost, which influence customers’ switching intentions. The study revealed a positive relationship between MNP adoption and switching intention in the Sri Lankan telecommunications industry. The research provided valuable insights for the telecommunications industry in Sri Lanka and guided them to improve and promote the perceived usefulness of MNP.
Effect of Social Media Micro Influencer Marketing Activities on Consumers’ Purchase Intention: Evidence from Smart Phone Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Tharaka, K. R.; Weerasiri, R. A. S.
Influencer marketing is becoming increasingly popular around the world, prompting marketers to consider it an essential component of their marketing strategy. Smart phones are gaining popularity as they have become an integral part of people's daily lives. It is used not only to contact others, but also to indicate current marketing activities. The online world is both a place to sell and a platform for reaching out to a specific audience. Using influencers in a marketing campaign is one of the most effective ways to accomplish this. Influencers in technology range from tech bloggers to social media celebrities. Similarly, they all wield considerable power over their followers. As a result, this study identifies the personal factors of social micro media influencers that contribute to influencing purchase intentions toward smart phones. The source credibility and source attractiveness models are used. Trustworthiness, expertise, similarity, familiarity, and likability are among the constructed variables. The quantitative method is used, with survey questionnaires distributed to 150 social media users to collect data. The Statistical Package for the Social Sciences (SPSS) was used to analyse the data collected, and the results showed that trustworthiness, similarity, familiarity, and likability have a positive influence on purchase intention. As a result, the findings of the study will be used to provide future researchers and marketers with a better understanding of micro influencer marketing.
Effectiveness of Brand Personality on Brand Loyalty of Fashion Brands in Sri Lanka: Investigating the Mediating Effect of Customer Satisfaction
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Vithana, H. V. D. S.; Dissanayake, D. M. R.
In the fashion industry, the impact of brand personality on brand loyalty has become a critical area of study. While prior research has explored this relationship, less is known about the mediating effect of customer satisfaction in this relationship within the fashion industry. Therefore, this research investigates the influence of brand personality on brand loyalty in the Sri Lankan fashion industry, emphasising the mediating role of customer satisfaction. Utilising a quantitative research design, a structured questionnaire gathered data from 387 Sri Lankan consumers. Through regression analysis with SPSS 23, the study explored the relationships between brand personality dimensions (sincerity, excitement, competence, sophistication, and ruggedness) and brand loyalty, with customer satisfaction as a mediator. Results reveal a significant impact of brand personality on brand loyalty, with 'Ruggedness' and 'Excitement' emerging as key drivers through the mediation of customer satisfaction. These findings highlight the importance of fostering positive brand personality to enhance customer satisfaction and, subsequently, promote brand loyalty in the Sri Lankan fashion industry. The practical implications extend to brand managers, suggesting that strategies focused on improving customer satisfaction and crafting a compelling brand personality can contribute to heightened brand loyalty. Furthermore, the study recommends future research to explore cultural nuances influencing the relationship between brand personality and brand loyalty across diverse markets.
Effectiveness of Celebrity Credibility on Brand Equity of Cosmetic Brands in Sri Lanka: Examining the Mediating Role of Brand Credibility
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Dissanayaka, W. A. D. A. D.; Dissanayake, D. M. R.
This study aims to analyse the growing world of cosmetics by focusing on how celebrity credibility impacts brand equity. This research specifically investigates the effectiveness of celebrity credibility on the brand equity of cosmetic brands by examining the mediating role of brand credibility. Based on empirical evidence and applying the Associative Network Memory Model, the study analyses the link between a celebrity's credibility and a cosmetic brand's equity. It also examines how the credibility of the brand itself mediates this relationship. The brand signaling theory provides a framework for understanding this dynamic. Data was collected through an online survey with 385 participants from Sri Lanka, using convenience sampling. The researcher has used SPSS 23 version to do the analysis and used methods like exploratory factor analysis and multiple regression, uncovering a positive link between celebrity credibility and brand equity. This study is insightful for managerial implications, showing how celebrity credibility can be a powerful tool for boosting a brand's equity in cosmetic brands. The researcher has shown that, to enhance brand equity, celebrity endorsers should possess attractiveness, trustworthiness, and expertise. However, it is important to note that the study's conclusions are based on data from a specific group of Sri Lankan consumers and may not apply universally. Future research could explore these dynamics with a broader range of products and celebrities to enhance the generalisability of the findings.
Factors Affecting Consumer Acceptance towards Omnichannel Market: A Case of Sri Lankan Supermarket Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Ilukwaththa, I. P. I. S.; Patabendige, S. S. J.
The advent of omni-channel retailing represents a paradigm shift in the consumer experience, aiming to integrate online and offline channels to deliver a cohesive customer journey. This research explores the determinants influencing consumer acceptance of the omnichannel approach, with a particular focus on the supermarket sector. Employing a survey-based methodology, this study utilised a structured questionnaire to gather data. Analytical techniques, including descriptive analysis, regression analysis, and frequency testing, were applied, with SPSS 20 serving as the primary tool for data analysis. The findings reveal that perceived usefulness, ease of use, and compatibility significantly positively influence consumers' behavioural intentions towards adopting omnichannel retailing. In contrast, cost and perceived risk were not found to significantly impact behavioural intentions. Notably, perceived compatibility emerged as the most critical factor driving consumers' intentions to embrace the omnichannel approach. This study underscores the importance of seamless integration across retail channels, suggesting areas for further research in other industry contexts to broaden the understanding of omnichannel retailing's impact on consumer behaviour.
Factors Influencing on Consumer Purchase Intention Towards Local Organic Food Products with Special Reference to Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Kavindya, M. G. T.; Weerasiri, R. A. S.
In recent years, the global shift towards sustainable and healthy consumption has heightened the importance of understanding consumer attitudes and intentions towards local organic food products. This study investigates the factors influencing consumer purchase intention towards local organic food products, with special reference to the Western Province of Sri Lanka. The data were collected from 200 customers with a structured questionnaire in the form of an online survey. There are several factors that affect the consumer’s purchase intention for organic food. Various factors, such as health concerns, environmental concerns, subjective norms, and consumer knowledge will be identified as independent variables, where consumer purchase intention is the dependent variable. Study was designed in a way of quantitative analysis. Secondary data was obtained from previous articles and case studies. The research findings reported that health concern, environmental concern, and subjective norms were the key determinant factors and showed a positive and significant impact on purchase intention. Consumer knowledge has negative impact on purchase intention. The research was targeted to provide valuable insights for local producers, policymakers, and marketers to enhance the promotion and adoption of sustainable and locally sourced organic food. At the end of the research, specific suggestions are made, including possible areas of research.
Factors Influencing Young Consumers’ Purchasing Intention of Organic Food with Special Reference to Western Province in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Gunathilaka, K. P. M. S.; Bandara, B. S. S. U.
This research examines the emerging global organic food market, with a particular focus on understanding the factors influencing the purchase intentions of young consumers in Sri Lanka. Using a positivist research philosophy and deductive approach, the study uses a quantitative survey method to collect data. Variables examined include health consciousness, social impact, and young consumers' perceptions of environmentally conscious food. Through rigorous statistical analysis using IBM SPSS Statistics Version 23, the research confirms these factors' significance (P<0.05) in shaping young consumers' purchase intentions toward organic food. Existing literature from various scholars forms the basis of the conceptual framework, and this study makes a significant contribution to theoretical understanding in the Sri Lankan business context and society. However, it acknowledges certain limitations, including the focus on the Western Province, potential inaccuracies in questionnaire responses, time and cost constraints, and a unique consideration of three influencing factors. Also, the research emphasises that most studies related to the organic food industry are conducted in foreign countries, highlighting the novelty of this study in the Sri Lankan context. Further recommendations for future research include a broader examination of other influencing factors to provide a more comprehensive understanding of young consumers' purchase intentions regarding organic foods.
Green Packaging on Customer Purchase Intention: Examining the Mediation of Brand Image with Special Reference to RTD Milk Beverages Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Peiris, G. C. C.; Gunawardane, Nisal
The change in consumer behaviour resulted in manufacturers behaving in an environmentally friendly manner, which has an immense influence on environmental sustainability. Consumer behavioural studies in ecological sustainability indicate a lack of knowledge; thus, this study explores the association between the influence of green packaging on the purchase intention of ready-to-drink milk beverages and the impact of brand image on the relationship between the influence of green packaging on purchase intention. The study used a quantitative research strategy with a convenience sampling technique by utilising a structured questionnaire to obtain primary data from three hundred and ninety (390) respondents. The study's conclusions demonstrate that the identified variables of green packaging positively and significantly impact purchase intention. At the same time, brand image positively and significantly mediated the effect of green packaging on purchase intention. The study's findings contribute to environmental sustainability and marketing literature, highlighting the importance of communicating about green packaging attributes and integrating them into corporate communication strategies.
Impact of Brand Image on Customer Retention with the Mediating Effect of Customer Satisfaction: Special Reference to Sri Lankan Telecommunication Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Prabodya, H. G. K.; Wijenayake, S. I.
The telecommunications industry is one of the main economic contributors of any country with the internet penetration and advancement of communication technologies. This industry has grown at an accelerated rate, and customer retention has become a challenging task for the key players in the marketplace. Hence, this study aims to explore how brand image influences customer retention and to discuss the mediating role of customer satisfaction in the telecommunications industry in Sri Lanka. A quantitative study was conducted with the deductive approach, in which three hypotheses were deduced. This research study employs a positivist research paradigm and follows a deductive approach to examine facts using the developed models and theories. A convenience sample of 384 was collected using a structured questionnaire survey. The sample was mainly collected from the 20–50 age category. The findings demonstrate a significant impact of brand image on customer retention and further indicate that customer satisfaction significantly mediates the relationship between brand image and customer retention. These findings can be utilised to improve customer satisfaction in the telecommunications industry and thereby improve customer retention.
The Impact of Brand Personality on Brand Affect Towards Cosmetic Brands: Special Reference to The Youth Segment in Colombo District
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Soysa, L. U.; Jayawardena, S. M.
A customer’s preference for a particular cosmetic brand is often influenced by a complex set of psychological influences that transcend functional utility. This study investigates the interplay between brand personality and brand affect in the Sri Lankan cosmetic industry, focusing on the youth demographic. Aaker's brand personality theory guides the exploration of how human-like traits, including sincerity, excitement, competence, sophistication, and ruggedness, influence consumers' overall assessments. Employing a deductive methodology with quantitative techniques, the study gathers data from 365 respondents in the Colombo District. The findings revealed a positive correlation between all the tested brand personality dimensions and the brand effect. The analysis emphasises specific sub-dimensions' intricate connections and their impact on overall brand impact. Among these dimensions, sophistication and ruggedness proved to have the strongest impact on brand perception. Beyond theoretical exploration, the research provides practical insights for cosmetic industry brand managers, highlighting the role of promotions and activation strategies in shaping consumers' perceptions and impacting brand affect. With a focus on the youth segment, the study offers actionable guidance for practitioners aligning branding strategies with unique youth preferences.
Impact of Consumer Buying Motivations on Online Purchasing Intention Special Reference to Fashion Industry in Sri Lanka: Mediating Effect of Consumers’ Attitude towards Social Media Advertising
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Madapatha, A. S.; Udovita, P. V. M. V. D.
This study investigates the impact of consumer buying motivations on online purchasing intention, with a specific focus on the fashion industry in Sri Lanka, and explores the mediating role of consumers' attitudes towards social media advertising. As social media continues to deeply permeate the lives of millions globally, marketers increasingly utilise it for advertising, yet uncertainties persist regarding consumer attitudes towards social media advertising. Within the realm of social media advertising, there exists a gap in understanding the underlying consumer motivations influencing attitudes and online purchase intentions. This research aims to fill this gap by identifying the influence of consumers' buying motivations on online purchase intentions within the context of social media advertising in the Sri Lankan fashion industry. Data were collected from 276 consumers in the Western Province of Sri Lanka through convenience sampling, and hypotheses were tested using SPSS 26 statistical software. Results indicate that utilitarian, hedonic, and content personalisation motivations significantly impact consumers' attitudes towards social media advertising. Moreover, attitudes toward social media advertising mediate the relationship between consumers' purchase motivations and online purchase intentions. The study discusses theoretical and practical implications, concludes with limitations, and suggests directions for future research.
The Impact of Corporate Social Responsibilities and Consumer Awareness on Consumer Purchasing Intention with Special Reference to FMCG Industry in Sri Lankan Context
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Ushara, D. M.; Herath, H. M. R. P.
In the dynamic landscape of the Fast-Moving Consumer Goods (FMCG) industry in Sri Lanka, this research aims to investigate the intricate relationships between corporate social responsibility (CSR) initiatives, consumer awareness, and their combined impact on consumer purchasing intentions. The study seeks to unravel the nuanced factors that shape consumer behaviour in the context of CSR practices adopted by FMCG companies and the level of awareness among consumers in Sri Lanka. As a quantitative research strategy, it used a structured questionnaire to obtain primary data from the sample. In the sample population, there were 140 respondents. The findings of this research can provide valuable insights to FMCG companies in Sri Lanka, aiding them in crafting effective CSR strategies that resonate with consumer values and preferences. Additionally, it contributes to the broader academic discourse on the intersection of corporate social responsibility and consumer behaviour in emerging markets.
The Impact of Corporate Social Responsibility (CSR) on Customer Loyalty among Generation Z Consumers in The Mobile Telecommunication Service Provider Industry in Sri Lanka: Mediating Effect of Corporate Image
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Chandrasekara, N. K.; Bandara, B. S. S. U.
This study investigates the relationship between corporate social responsibility (CSR) and customer loyalty among Generation "Z" consumers in the mobile telecommunications service provider industry in Sri Lanka. Researchers have developed the research model, followed by a systematic literature review. The research used a quantitative strategy to comprehensively understand the subject and a structured questionnaire to obtain primary data from the sample. Finally, the researchers were able to collect 301 responses. The main findings highlight a significant positive correlation between CSR and customer loyalty (CL), and corporate image (CI) identified as a mediating factor in this relationship. Thus, the contribution of this study includes offering practical implications for mobile telecommunications service providers to strategically improve CSR initiatives and corporate image to develop customer loyalty among the dynamic generation "Z" demographic. Additionally, the study sheds light on the need for businesses to align CSR practices with the values and expectations of Generation "Z" consumers for maximum impact. Further research is recommended to explore the long- term effects of CSR initiatives on customer loyalty and corporate image in the rapidly evolving telecommunications industry.
Impact of Corporate Social Responsibility on Customer Loyalty with Special Reference to Licensed Commercial Banks in Sri Lanka: Mediate Effect of Customer Satisfaction
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Sandamini, M. G. G. L.; Medis, L. A. P.
This research investigates the impact of corporate social responsibility (CSR) on customer loyalty within the banking industry, focusing on the effectiveness of CSR initiatives. The study assesses the degree of customer awareness regarding CSR initiatives and their influence on loyalty. By examining CSR projects from the customer's perspective, the research aims to redefine banks' stakeholder relationships, emphasising customer-centric CSR practices to enhance customer loyalty, reduce attrition, and boost market share and revenues. Utilising Carroll's pyramid as the conceptual framework, a quantitative research design explores the relationship between CSR dimensions (ethical responsibility, philanthropic responsibility, economic responsibility, and legal responsibility), customer satisfaction, and customer loyalty. Through descriptive and inferential statistical analyses, the study hypotheses these dimensions' positive and significant effects on customer loyalty. Adopting a convenience sampling method, the research collects 395 responses, revealing a weak impact of philanthropic responsibility variables on customer loyalty. However, a robust positive relationship is identified between all CSR dimensions and customer loyalty. This research contributes to understanding how CSR initiatives in the banking sector influence customer loyalty, providing valuable insights for strategic improvements in customer-focused CSR practices.
The Impact of Cross-Cultural Advertising on Ethnocentric Consumerism with the Mediating Effect of Cultural Sensitivity: A Study in The Context of the FMCG Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Sivasangari, Y. K.; Udovita, P. V. M. V. D.
This research investigates the impact of cross-cultural advertising on consumer ethnocentrism in the context of the Fast-Moving Consumer Goods (FMCG) industry in Sri Lanka, with a specific focus on the mediating role of cultural sensitivity. Positioned within the context of the globalised economy and increased cross-border trade, the research explores the complexities faced by multinational corporations in formulating effective marketing strategies. The study adopts a deductive approach, employing a structured questionnaire survey to collect data from 410 participants within the employed population of Sri Lanka. Surprisingly, the findings reveal a positive association between these variables, suggesting that individuals in the defense stage of cultural sensitivity, characterised by a heightened awareness of cultural differences and a preference for one's own culture, exhibit increased consumer ethnocentrism. Moreover, it highlights the defense stage of cultural sensitivity, where individuals perceive their own culture as superior, leading to increased consumer ethnocentrism. Managerially, the research underscores the need for nuanced cross-cultural advertising strategies, considering the interplay between cultural sensitivity and ethnocentrism. Similarly, the theoretical implications contribute to a more comprehensive understanding of these dynamics, urging scholars to reevaluate existing frameworks. Limitations include a focus on the FMCG industry, regional bias in responses, an age group discrepancy, and oversight of medium-specific impacts. Despite these limitations, the study provides valuable insights for marketers navigating the complex relationship between cross-cultural advertising, cultural sensitivity, and consumer ethnocentrism in the Sri Lankan context.
Impact of CSR on Brand Equity and the Mediating Effect of Corporate Image with Special Reference to Cellular Mobile Phone Users in the Telecommunication Industry in Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Jayasooriya, J. A. D. C. I.; Bandara, B. S. S. U.
This research explores the intricate relationships between corporate social responsibility, brand equity, and corporate image within the telecommunications sector in Sri Lanka, specifically focusing on cellular mobile phone users in the Western Province. The study used convenience sampling to gather data through self-administered questionnaires from 290 cellular mobile phone users. As quantitative research, the study identifies distinct CSR dimensions, including environmental, ethical, philanthropic, and economic, and assesses their varying impacts on brand equity. Notably, philanthropic CSR emerges as highly influential, while environmental CSR exhibits a nuanced relationship within the telecommunications industry. The study also confirms that corporate image significantly mediates CSR and brand equity. Further, the research acknowledges limitations, particularly the relatively small sample size; recommendations for future research include expanding the study to other provinces to enhance generalisability. Additionally, extending the investigation to different industries is advised to provide more accurate and comprehensive directions for understanding the interplay between CSR, brand equity, and corporate image. The findings contribute to theoretical and practical implications, guiding organisations in strategically aligning CSR practices and effectively managing corporate image to strengthen brand equity in the dynamic context of the telecommunications industry.
The Impact of Customer Experience Management on Customer Loyalty in the Banking Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Gunarathna, M. H. P. S.; Wijenayake, S. I.
This research examines the relationship between customer experience management (CEM) practices and customer loyalty in the context of the Sri Lankan banking sector. As the financial services sector becomes increasingly competitive, understanding the dynamics of customer loyalty has become critical to maintaining and improving market conditions. Therefore, the purpose of this research is to study the impact of customer experience management (virtual interactions, physical interactions, and service interactions) on customer loyalty in the banking industry in Sri Lanka. The study observed customer experience management as an independent variable and customer loyalty as the dependent variable. This is a quantitative research study in which a structured questionnaire was distributed among 384 bank account holders under the convenience sampling method. Correlation and multiple linear regression analysis were employed to analyse the hypotheses. The results revealed that customer experience management positively influences customer loyalty in the banking industry. Finally, the findings of this research aim to contribute to existing knowledge by providing practical insights for banks operating in Sri Lanka and similar emerging markets. The study has practical implications for how banks and other financial institutions gain competitive advantage by managing the customer experience in a volatile business environment.
The Impact of Customer Loyalty Programs on Customer Retention: Examining the Mediating Effect of Customer Satisfaction with Special Reference to Supermarket Industry of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Kavindya, U. G. G.; Gunawardane, Nisal
In the dynamic landscape of the modern business world, companies strive to gain a competitive edge through the implementation of customer loyalty programs. These initiatives enhance customer satisfaction, foster loyalty, and ultimately increase customer retention. The inconclusiveness between customer loyalty and customer retention paved the way for this study, which has developed a research model followed by a systematic literature review. Further, the influence of customer satisfaction on the relationship between customer loyalty programs and customer satisfaction is also studied. The study adopted the quantitative research design, and the study was conducted by collecting three hundred ninety-five (395) responses by adopting the convenience sampling method. The findings from the analysis indicated that customer loyalty programs have a positive and significant impact on customer retention, while customer satisfaction positively and significantly mediated the impact made by customer loyalty programs on customer retention in the supermarket industry of Sri Lanka. The study outcomes offer actionable strategies for the Sri Lankan supermarket industry to enhance loyalty initiatives and improve customer retention.