Marketing Management

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/218

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Author: search.filters.author.Dissanayake, D. M. R.Start date: 2020

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    Customer Shopping Value on Brand Loyalty: Mediating Role of Customer Satisfaction: A Study on E-Commerce Industry in Western Province, Sri Lanka
    (2024) Madushika, R. A. L.; Dissanayake, D. M. R.; Udovita, Viduni
    This study explores the impact of customer shopping value on brand loyalty within Sri Lanka's burgeoning e-commerce sector, emphasizing the roles of utilitarian and hedonic values. Utilizing a positivist philosophy and deductive approach, authors have collected and analyzed data from 384 respondents in the Western Province. The findings confirm that both utilitarian and hedonic values significantly influence brand loyalty, with customer satisfaction mediating this relationship. The study highlights the need for e-commerce managers to prioritize both functional and experiential aspects of shopping to foster loyalty. Future research should expand this investigation across various industries, demographic groups, and technological contexts, considering additional mediating and moderating factors such as trust, security, sustainability, and corporate social responsibility. These insights will help develop targeted strategies to enhance customer satisfaction and brand loyalty in diverse settings.
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    Impact Of Emotional Intelligence On Salesforce Management: An Empirical Review
    (International Journal of Research in Commerce and Management Studies, 2020) Paul, B. S.; Dissanayake, D. M. R.
    No matter what grandiose strategies organizations may have, its success ultimately depends on the execution by the frontline, mainly the Salesforce. Selling and the related processes of an organization directly impact to overall financial performances. As per empirical studies reveal, Salesforce has been transforming with digital edge. Integrating technology into Salesforce management has been a significant trend in the present world. One of the critical concepts applied in Salesforce management is emotional Intelligence (EI). But still arguments are found claiming the issues and challenges faced within when it refers to execution excellence of EI with Salesforce management strategies. In accordance, this paper followed an extensive literature review as the main instrument to address the purpose of investigating how EI interconnects with Salesforce management contexts. It further attempted to investigate the related concepts, theories and practices found within the scope of EI whilst specific attention is made on Salesforce. Paper followed literature review as the main research instrument and industry related insights and empirical contents were discussed accordingly. This study specifically refers different industries and country contexts to explain the relevance of EI in managing Salesforce for higher performances. Paper presents some empirical thoughts and discussions with explanations providing practice related decisional inputs for the managerial implications. Finally, it concludes future research directions denoting to industry specific matters and empirical suggestions.