5th-2021

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/28398

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Author: search.filters.author.Gayathree, Poornima KHas files: Yes

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    Drivers of the Switching Behaviour of Mobile Broadband Service Consumers in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Dewmini, G. S. P. T.; Gayathree, Poornima K
    Consumer switching is a major issue faced by mobile broadband service companies, and marketers need to understand why they switch the mobile broadband service provider. The research objective is to examine the drivers of mobile broadband consumer switching behavior in the Western province in Sri Lanka. The questionnaire consisted of five-point Likert scaling questions, and a conceptual framework was developed to investigate the impact of independent variables on switching behavior. A total of respondents 355 were selected as a sample in the western province to carry out the research. The convenience sampling method, which comes under non-probability sampling, was used when collecting data, and SPSS software was used to analyze the data. The researcher was carried out one-sample t test and multiple regression to test hypotheses. The study result stated a high level of switching behavior to mobile broadband service providers and drivers such as network quality, switching cost, core service failure, and attraction towards competitors affecting the switching behavior of mobile broadband consumers in the Western Province Sri Lanka. This study’s findings provide important implications, such as identifying and evaluating the drivers that drive consumers to switch mobile broadband providers. Most researchers have conducted studies focusing on the mobile telecommunication industry’s switching behavior as a whole, but not many have focused on the mobile broadband sector. Hence this study contributes significantly to the existing body of knowledge.
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    Creating Television Brand Loyalty through Corporate Social Responsibility Programs of Local TV Channels in Sri Lanka: with Special Reference to the Mediating Effect of Television Brand Trust
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Jayarathna, N. S. P.; Gayathree, Poornima K
    The concept of Corporate Social Responsibility (CSR) has increasingly been identified in the literature for its potential to deliver a degree of competitive advantage. Therefore, this study’s focus is to study the creation of television Brand Loyalty through CSR programs of local TV channels in Sri Lanka with the mediating effect of Television Brand Trust. The study used the convenience sampling method, and two hundred eighty-six responses were collected from the western province via an online generated questionnaire. The data were analyzed using software SPSS 23. Results show that TV channels’ CSR activities significantly impact Television Brand Loyalty, and Television Brand Trust mediated the relationship between CSR and Television Brand Loyalty. In particular, CSR activities to create customer loyalty are a smart strategy employed by media companies to emotionally connect with the brand. This study’s empirical findings provide valuable insights into how CSR can enhance customer loyalty if used strategically. Many studies have discussed CSR’s impact, but very few are found in Sri Lanka and the TV channel sector. This study calls for more investigation in this area to better understand creating brand loyalty through CSR activities and the mediated effect of television brand trust.
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    Impact of Social Media Marketing for Purchase Intention of Organic Food: with Special Reference to the Mediating Effect of Customer Attitudes
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Nisansala, M. M. Sajini; Gayathree, Poornima K
    Social media has become the most popular communication channel where large amounts of information flows are exchanged between users. The information shared on social media has been perceived as more reliable than traditional media. This situation is similar to the organic foods market as well. The demand for organic food is recently increasing due to greater consumer awareness of the nutritional value and food protection for health care. Consumers’ purchasing intention is the most influential factor affecting the actual purchase of organic food. Therefore, this study aims to examine the impact of social media marketing on organic food’s purchase intention and how social media marketing change consumer attitudes about organic food. This study was conducted quantitatively; it has used a structured questionnaire to gather primary data from the sample. The sample was selected using the convenience sampling technique. To empirically test the hypothesized relationships between the variables, a model consisted of those variables was developed based on the literature review. The results suggest that the attitudes mediate the relationship between social media marketing and organic food purchase intention. The recommendation and insights for strategies have been provided via the study that can be used by organic food manufacturers based on their business situation to maximize benefits for their business.
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    Impact of E-Service Quality on Online Store Loyalty towards Sri Lankan Modern Trade Outlets: with Special Reference to the Mediating Effect of Online Store Trust
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Ubayawickrama, H. S.; Gayathree, Poornima K
    Continuously Sri Lankan modern trade Retail outlets are performing better in offering products to the customer. But during the covid-19 pandemic situation, modern trade Retail outlets could not provide good service Quality through online platforms. Therefore, the purpose of this study is to determine whether the customers of modern trade Retail Outlets online store loyalty depended on E- Service quality and online store trust. This study employed a quantitative research design to conduct this research. This study’s population was the people who recently buy online Grocery item on Modern Trade Retail Outlets Sri Lanka with covid-19 pandemic Situation. The convenience sampling method was used to select this study sample, and 247 respondents were selected as the sample. The results suggest a significant impact of E-Service quality on the Online Store Trust and Online Store loyalty. Further, the results state that the retail outlet managers should pay attention to the website’s loading time, allocate separate sections to each outlet to manage online delivery, and use different payment methods. Thus, as per the research findings, more weight is given for the order management. Strategic decision-makers should be aware of this when developing an online platform.
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    Impact of Social Media Marketing on E-Brand Trust: with Special Reference to E-Commerce Websites in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Chandrathilaka, B. G. M. M.; Gayathree, Poornima K
    The development of web 2.0 technology resulted in companies expanding the businesses into the online platform. They use the development of the world wide web to promote their brands in the online environment. Thus, organizations will invest significantly in social media marketing to make more straightforward, quicker, and progressively customized customer encounters. Therefore, this study aims to explore the impact of social media marketing on the E-brand trust of E- commerce websites in Sri Lanka. The present study is the first to examine the effect of social media marketing on E-brand trust with special reference to e-commerce websites in the Sri Lankan context. Therefore, it measures the overall impact of social media marketing on E-brand trust. In this study, the researcher adopts a descriptive, quantitative research design with a deductive research approach, and the convenience sampling method has been used for the data collection. Multiple regression has been used for the hypothesis testing. Overall findings revealed that social media marketing positively affects E-brand trust. Further, the study revealed practical implications for e-commerce websites in Sri Lanka by exploring consumers’ behavior in the digital environment. Moreover, the research suggests the best practices for social media marketing.
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    Impact of User Interaction in Social Media on Green Purchase Intention of Young Customers: with Special Reference to Green Restaurant Industry in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Ekanayake, Gimhani; Gayathree, Poornima K
    This article aims to analyze how social media activities, specifically the brand pages of green restaurants and user interactions with these brand-related activities, affect brands’ perception and ultimately influence customer purchase intention. Based on a review of the literature, this study develops an integrative model, and it was tested using data collected from 249 followers of brand pages through an online survey. It applied structural equation modeling with AMOS 23 and AMOS AxB Estimand to examine the mediation effect to test the hypothesis. The findings demonstrate a positive, significant impact of Brand Page Commitment to Green Brand Awareness and e-WOM. The results further indicate that e-WOM and Green Brand Awareness mediate the relationship between Brand Page Commitment and Green Purchase Intention with positive and significant effects. The findings contribute to understanding the value-enhancing potential of social media strategies and illustrate how this medium affects the brands’ impressions. In the Sri Lankan context, the effects of social media marketing on the understanding of products and brands by customers and the effects on buying decisions have yet to be better understood.