8th-2024

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

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Author: search.filters.author.Medis, L. A. P.

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Now showing 1 - 9 of 9
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    The Impact on Trust, Commitment, and Conflict Handling towards Customer Loyalty in the Life Insurance Industry in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Ariyarathna, G. W. C.; Medis, L. A. P.
    The primary objective of this research is to compare the influence of trust, commitment, and conflict handling on customer loyalty through the mediating role of customer relationship management (CRM) in the life insurance sector of Sri Lanka. Primary data was gathered using a questionnaire. The simple random sampling method and sample consisted of 384 life insurance customers in Sri Lanka. Researchers have used the analysis techniques of descriptive analysis, regression, and frequency tests, where the statistical package for social science (SPSS) was used as the main analytical software. Multiple regression analysis was used to test the hypotheses. For the life insurance component of the study, trust, commitment, and conflict handling exerted a statistically significant positive influence on CRM. CRM also positively influenced customer loyalty. A significant positive relationship does exist between conflict-handling and CRM, while a significant positive relationship exists between commitment and CRM. Therefore, life insurance providers should retain and develop loyal customers by being trusting and committed and, lastly, by resolving conflicts in a timely and acceptable manner, limiting the difficulties and disappointment experienced by the customer. The life insurance industry in Sri Lanka shows an opportunity to advance from where it is by enhancing CRM through the effective use of commitment and conflict handling while increasing customer loyalty.
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    The Impact of Social Media Marketing on Consumer Purchase Intention on Franchised Fast-Food Industry in Western Province, Sri Lanka with the Mediating Effect of Brand Trust
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Wimalajeewa, G. L.; Medis, L. A. P.
    Technology plays a major role in the present era, as technology has been updating day by day. Accordingly, social media plays a key role in the technological era as one of the major online communication platforms. The purpose of the research is to examine the impact of social media marketing on purchase intention with the mediating effect of brand trust, with special reference to the franchise fast food industry in the western province. The methodology has been designed by using positivism research philosophy and a deductive research approach to identify the facts that have been developed through the conceptual framework on social media marketing in online communities, online advertising, and electronic word of mouth as the sub variables in the quantitative research strategy. The primary data collection has been employed with a well-structured online survey questionnaire with 384 respondents from franchise fast food customers in the western province. According to the findings of the research, there is a positive impact of social media marketing on purchase intention. This study has major implications for both theoretical and managerial implications. By using these insights, marketers in Sri Lanka's franchise fast food sector can maximise their efforts in digital marketing by customising their campaigns to appeal to the tastes and expectations of their target market. In the Sri Lankan context, the impact of social media marketing on consumer purchase intention can be further examined in relation to a specific industry.
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    The Impact of the Effectiveness of Customer Loyalty Programs in Increasing Customer Retention and Repeat Purchases with a Mediating Effect on Customer Satisfaction, with Special Reference to Modern Trades in the Western Province
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Hansika, H. S.; Medis, L. A. P.
    This study investigates the nuanced interplay between customer loyalty programs, customer satisfaction, and corporate brand identity in contemporary Sri Lankan trade. Employing a positive research philosophy and deductive approach, the research aims to discern how loyalty programs impact customer retention and repeat purchases, with customer satisfaction as a mediating factor. The study was conducted in the western province of Sri Lanka and gathered 382 responses through a convenient sampling method. Data analysis utilised SPSS 26 software, employing regression analysis to unravel relationships between variables. Results indicate a significant positive influence of customer loyalty programs on customer retention and repeat purchases, with customer satisfaction mediating. Managerial implications emphasise the strategic design and implementation of effective loyalty programs, highlighting the pivotal role of customer satisfaction. Recommendations include aligning loyalty initiatives with emerging technologies, understanding cross-cultural dynamics, and adapting to the evolving digital landscape. This research contributes valuable insights into customer engagement strategies in modern trades, offering practical guidance for businesses aiming to optimise customer loyalty, satisfaction, and brand identity. The study concludes by suggesting avenues for future research, encouraging exploration of emerging technologies, cross-cultural nuances, longitudinal perspectives, digital impacts on loyalty, and comparative analyses across industries and geographical regions for a holistic understanding of customer engagement in modern trade.
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    The Impact of the Brand Image on the Consumer Buying Behaviour of Generation Z with Special Reference to the Clothing Sector: A Comparative Study between Males and Females of Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Gunawardana, W. D. S. R.; Medis, L. A. P.
    This study aims to examine the impact of brand image on Generation Z's consumer buying behaviour in the clothing sector in Sri Lanka. The data were collected using a structured questionnaire. The regression and correlation analyses were used to examine the impact of brand image on consumer buying behaviour. The study's results show a positive and significant impact of brand image on consumer buying behaviour. Moreover, it can be identified that brand association mainly impacts consumer buying behaviour compared to other dimensions. Other dimensions considerably influence buying behaviour. The questionnaire was distributed among respondents but only got one hundred twenty responses. Using SPSS version 22.0, the sample, consisting of 120 respondents in the Western province of Sri Lanka as a clothing brand user base, was used in this research. The main limitation of this study is that it only focuses on the western province of Sri Lanka. Finally, the survey result would benefit other marketers in the clothing industry and other relevant parties interested in this industry.
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    The Impact of Facebook Usage on Brand Awareness with Special Reference to Retail Apparel Industry in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Sewwandi, M. H. N.; Medis, L. A. P.
    The purpose of this research study is to examine the impact of using Facebook as a social media tool on brand awareness, with special reference to the apparel industry in Sri Lanka. With the increasing importance of social media usage in society, marketers are becoming more involved in social media marketing. In today's context, Sri Lankan online audiences are highly active on Facebook. Brands are increasingly realising they need to engage in discourse with customers and listen to their views. One way that some brands are doing this is via Facebook. However, the apparel industry is looking for possible ways to improve brand awareness by using Facebook as a marketing tool. Thus, this study will cater to the management of Sri Lankan apparel companies, which will facilitate their understanding of the reactions of their consumers and brand page followers. It has developed the research model, followed by a literature review. As a quantitative research strategy, it used a structured questionnaire to obtain primary data from the sample. Finally, it was able to collect three hundred ninety-four responses by adopting a convenience sampling method, which falls under non-probability sampling. The study's findings demonstrate that the UGC and FGC have a significant positive relationship with brand awareness.
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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.
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    Impact of Retail Store Atmosphere on Customer Purchase Intention: Special Reference to Supermarkets in Kurunegala Urban Area
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Karunaratne, K. P. D. S. D.; Medis, L. A. P.
    This study aims to investigate the impact of store atmosphere on consumer purchasing intentions in the supermarket industry in the Kurunegala urban area. Four contributing factors to the store atmosphere are being identified: cleanliness, music, lighting, temperature of the store atmosphere as independent variables, and purchase intention as the dependent variable. A quantitative method was used, and hypotheses were tested using data collected from 250 supermarket users. That was distributed among supermarket users in the Kurunegala urban area through an online survey of those who are above 18 years old and below 60 in Kurunegala. Statistical Package for the Social Sciences (SPSS) was used to analyse the data. The findings demonstrate that there is a strong positive relationship between all store atmosphere dimensions and consumer purchasing intention in the Sri Lankan context; the effect of store atmosphere on consumer purchasing intention has yet to be better understood.
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    Impact of Emotional Appeal Advertising on Consumer Purchase Intention with Special Reference to FMCG Industry in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Jayasinghe, N. A. N. D. S.; Medis, L. A. P.
    The vibrant Fast-Moving Consumer Goods (FMCG) sector in Sri Lanka thrives on understanding consumer psychology. The main objective of this study was to investigate the impact of emotional appeal advertising on consumer purchase intention (age 20–29) with special reference to FMCG in Sri Lanka. Questionnaires were used to collect information from respondents in Sri Lanka. The survey was conducted with 384 respondents through the convenience sampling method. For this empirical research study, primary data was collected through a questionnaire, and secondary data was collected through the internet and magazines. The researcher applied a deductive approach for this study. In this study, humor appeal, romance appeal, fear appeal, and guilt appeal were taken to develop the hypothesis. Descriptive statistical tools were applied for data presentation, and the SPSS statistical package was used. Key findings: intense romance appeal boosts product and brand context. Fear appeal works when the promoted fear matches the target audience's phobias and the brand or product is useful. Interestingly, the guilt appeal elevates viewers' accountability and responsibility, hiding the commercial's message. Combining quantitative surveys with qualitative methods like interviews or focus groups can enhance knowledge of consumer attitudes and feelings. This method would overcome the drawback of questionnaire quantitative data.
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    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.