Annual Research Symposium (ARS)
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Item The Impact of Sex Appeal Advertising on Organizational Sales(University of Kelaniya, 2008) Herath, H.M.R.P.; Wijesundara, C.B.Among the various advertising appeals such as appeals of hum or, fear and sex; sex appeal is somewhat argumentative amongst the general public. The main argument that they put forward is whether the appropriate organizations can have an impact of using sex appeal on their advertisements. Therefore, it is highly appropriate to look at this issue empirically and find out whether there is an impact of sex appeal advertising on sales. T his paper, therefore attempts to identify the degree of impact of sex appeal advertising on sales. At the same time, researchers tried to find out the relationship between the demographic characteristics of the people and their attitudes towards sex appeal advertisements. Research was based on primary and secondary data. To collect primary data a representative survey and some interviews were conducted with the general public and depth interviews were conducted with a few top executives from selected companies. The sample was selected based on cluster sampling method on the basis of demographic characteristics. Two hundred people were selected among the general public and 25 managers among the organizations for the sample. Findings showed that though the general public openly criticizes sex appeal advertisements unknowingly they are effective in motivating them to buy those products. Therefore, the study concludes that there is a greater impact of using sex appeal in advertisements on sales. Further, it was found that there are some differences between the attitudes of people towards sex appeal advertising in terms of their demographic characteristics such as gender, education level and place of residence.Item The Impact of the Gender of the Customer oii Evaluation of Service Quality in Banking Industry of Sri Lanka(University of Kelaniya, 2007) Wijesundara, C.B.; Fernando, P.M.P.Service quality continues to be a significant issue in the banking industry. Because money and other financial services are generally undifferentiated produc{s, banks are continually striving for increased service quality in order to achieve and maintain a competitive edge through the customer satisfaction. Authors of this paper discuss the service quality of banks on the basis of their customers' perceptions, and analyse how gender differences of customers affect perceptions of service quality dimensions such as responsiveness, assurance, tangibles, reliability, and empathy and examine the overall effect to the customer satisfaction. The sample of 460 retail banking customers from both private and public commercial banks of Western Province was selected due to the resource limitation of carrying out the research in island wide. Using the SERVQUAL instrument responses were gathered and responses of the sample was examined using factor analysis and t-test to determine whether gender differences are present in the sample and to what extent the influence of gender of consumer impacts on customer satisfaction. The results support the hypothesis that gender affects service quality perceptions and the relative importance attached to various banking service quality dimensions. The female respondents of the sample have shown a positive perception to empathy, responsiveness and assurance with compared to male counterparts and male respondents are more concerned on tangibles and reliability of the service quality and they were more inclined to the process quality and product quality than the interaction quality. This paper provides important information for bank managers to use in developing operational, human resource, and marketing strategies, and in targeting those strategies in terms of the gender differences in quality perceptions among their customers.