Sri Lanka Journal of Marketing
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Item Factors Affecting on Customer Retention in Mobile Telecommunication Industry in Sri Lanka(Department of Marketing Management, University of Kelaniya, Sri Lanka, 2017) Dassanayake, D. K. N. P.; Herath, H. M. R. P.It is obvious that customers are important stakeholders in organizations and their retention is a priority to the business. From the years, mobile telecommunications industry is evolving drastically by creating utmost competition resulting an increased level of customer penetration throughout years. Maintaining existing customers are less costly than acquiring new customers, thus this study is focused to identify factors affecting on customer retention and measure the impact of each identified factor on customer retention. Based on the literature, network quality, customer experience and perceived price are important factors that decides the level customer retention. Primary data were collected through survey method and sample techniques applied was convenience sampling and sample size is 384. The developed hypotheses were tested using Multiple Regression analysis in SPSS. All the hypotheses were accepted proving that network quality, customer experience and perceived price have a significant impact on the level of customer retention.Item Socialization of Consumers: A Phenomenological Review(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2017) Ubayachandra, E. G.; Eldeniya, N. C.In the field of marketing, the object, socialization of consumers subjected to the discussion made in this concept paper bears a timely significance due to the fact that now the time has come to make a commentary on the contradicting behavior of today’s certain dynamic, complex and in certain cases irrational and impulsive individuals dealing in the arena of market. Having made a rigorous search of respective literature, the authors intended to select some more important conceptual implications given in respect of considering phenomenon. Therefore, this attempt may look like crossing certain respective scholars’ threshold. Though some say existing studies relevant to socialization of consumers have focused on traditional antecedents and parties of the socialization, since those interpretations have somewhat valid nature in making a rigorous review of consumer decision making role, the review made here was extended to each indication of accepted studies. In introducing holistic and comprehensiveperspectives relevant to considering phenomenon, one can base the implications given by prevailing body of knowledge as a corner stone. Based on this view, this paper was outlined to allege meaning of the socialization of consumers, fundamentals of socialization theory, different definitions relevant to socialization of consumers, deviant and compulsive consumer behavior, antecedents of socialization of consumers and different parties of consumer socialization etc. It was found here that social media, mass media, families and peer groups have become key platforms in getting consumers socialized. Furthermore, it was identified that demographics, personality traits and structural variables also play a vital role in socializing consumers. Of them a dominant influence is made by personality traits here.Item Smart City Concept and Review on Strategic Readiness of Sri Lanka(Department of Marketing Management, University of Kelaniya, Sri Lanka, 2017) Liyanage, S.; Dissanayake, D. M. R.Smart city concept is one of the sought after strategies in many countries whereas the role of information communication technology (ICT) is broadly highlighted within. Recent studies extendedly discuss the contents and the integrated nature of the smart city concept. Sri Lanka is also attempting to initiate some massive projects in which smart cities become resulted. However, it requires comprehensive policy framework and the execution strategies to activate smart cities. This has found challenges even though it makes huge potential for different industries and lifestyles of the related communities. Alongside, explaining the essentials for smart city concept in Sri Lanka was the main focus of this paper. Authors followed a comprehensive literature review as the main research tool to investigate the empirical thoughts and findings related to smart city concept to explain the integrated contents of it. Alongside, paper attempted to discuss the key components and integrated concepts towards smart city concept providing policy makers to frame smart city strategy with supportive inclusions. It has made a special attention to Sri Lankan context by reviewing the policies and strategies made on related projects and programs on information communication technology (ICT) to reveal the readiness of the nation towards smart city development perspectives. Specific attention was made to link the discussion on how smart city model and the role of ICT should act connectively for economic sustainability. Paper presented a conclusion by proposing the future research and policy development directions to examine the effective strategies to plan and execute smart cities in Sri Lanka.Item Factors Influence on Purchasing Intention of Fashion Clothing Through Online Platforms(Department of Marketing Management, University of Kelaniya, Sri Lanka, 2017) Wanniarachchi, T. M.; Thilakarathne, B. L. S.; Wijesundara, B.This paper focuses on the impact made by social media characteristics on purchasing Intention towards fashion clothing through the online platforms. The main research objective of the study is to identify the level of influence made by the characteristics of trust, perceived online risk, convenience, and online reviews on the consumer buying intention. The survey method was used to collect data from the sample and a sample of 204 consumers was selected through convenient sampling method. A properly structured questionnaire was distributed among the selected sample. Likert scale questions were analyzed by coding different values for each response. Correlation and regression analysis have been employed to test the hypotheses based on the result. Qualitative data via open ended questions were used to get a deeper understanding on consumer purchasing intention and online platforms used by the industry. There is a strong positive relationship between online reviews and the consumer purchasing intention. Further, it was found out that there is a moderately positive relationship exists between the trust and the consumer purchasing intention. The empirical evidence suggesting the negative relationship of risk and the consumer purchasing intention was not supported with the statistical data and analysis of the study. This research would have given a broader idea on online buying intention if conducted covering all the segments in Sri Lanka. As a conclusion remark of the study, researchers recommend fashion and clothing companies to focus more on their core business activities on online platforms which may lead to positive reviews and recommendations. This would enhance the consumers’ purchasing intention in the long run. Further the study recommends that the online businesses should pay more attention on factors emphasized by the customers in purchasing clothing online.Item Strategic Synergy of Post-Acquisition: A Case Story on ACL Cables PLC vs Kelani Cables PLC & Key Insights of Brand Positioning of “Kelani Brand”(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2017) Dissanayake, D. M. R.; Munasinghe, A.Strategic acquisition and merges are quite challenging and risky decision in the business world. The strategic decision made by ACL Cables PLC (hereafter refers as ACL), the then market leader of cable manufacturing and marketing industry of Sri Lanka, acquired Kelani Cables PLC (hereafter refers as KCL or Kelani as required in the explanations) in the year 1999. However, both companies catered to the same market segments adopting different marketing strategies whilst strategic decisions were carefully managed by its senior management to find synergy between the value chain operations of two companies. However, by the time this case study is being written in 2017, KCL was able to mark its strategic position in the market with high-flying performances as a brand compared to the position of ACL had been. Presently, both brands are positioned in B2B and B2C scopes delivering customer expectations with differentiated value propositions. Authors followed case story style to organize and present this case study by focusing to strategic management as the main foundations of case explanations. Authors did comprehensive discussions with the present ownership and senior management of both companies whilst related publications of ACL and KCL were used to verify the information. Some of the empirical publications done on cable market of Sri Lanka were also associated to support the contents. Accordingly, this case study narrates the case story of the acquisition decision of ACL Cables PLC including the main highlights of the incident. Alongside, this case study presents the history of KCL, main incidents and millstones of both companies, implementation of acquisition decision and the post- acquisition scenarios of both companies. Then, the core of the case study is to explain the strategic model and decisions implemented by the senior management of ACL and KCL to strategize the synergy effects of value chain operations of both companies. The operational insights of such strategic model need to be investigated to learn the managerial insights for practitioners. Thus, the case study unveils key operational aspects brought into implementation phase with related information sources. Finally, authors concluded the main learning directions of the content whilst key insights of the case study were also summarized within the scope of strategic synergies.Item Public Relation; Young Men’s Public Organization A Theoretical Explanation on How Young Men Establish Mutual Understanding Within Them and Create Reputation Among Other Publics Towards Their Sexual Relations Through Social Media(Department of Marketing Management, University of Kelaniya, Sri Lanka, 2017) Jinadasa, M.; Perera, R. P.; Udovita, P. V. M. V. D.This paper identifies three key public relations concepts in order to explore how young men create sexual relations and emotional literacies through digital media. The first concept to be examined is mutual understanding. This involves exploring the dynamics of interpersonal relationships in order to understand how young people express their identities and to establish their on- line communities. The second concept to be explored is reputation. In public relation theory, ‘reputation’ refers to how people perceive the quality of the organization. In this section, reputation is used as a means of understanding how young people build up their image in order to create connections with similar people, other young people and wider society. Finally, the third concept to be discussed is activism. Activism in public relations refers to organizations providing opportunities to public’s voices without which they cannot create relationships with their stakeholders.Item Impact of Service Quality on Customer Satisfaction with Special Reference to Mobile Telecommunication Industry of Sri Lanka(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2017) Dharmadasa, S. A.; Gunawardane, N.Along with globalization, new technologies are introduced to the mobile telecommunication industry in order to enhance service quality which is consequential to attract and retain rational customers. Empirical evident is available between service quality and customer satisfaction of mobile telecommunication industry in Sri Lanka. However, researchers saw that measurements of service quality are different from country to country. Hence, research findings of different other countries could not be generalized to Sri Lankan context. Thus, there is a requirement to research the impact of service quality on customer satisfaction in mobile telecommunication industry in Sri Lanka in order to enhance the customer satisfaction. Data were collected from 388 customers of mobile telecommunication industry. Convenient sampling method was used to select the sample. Data were collected through a structural questionnaire and SERVPERF model was used. Results revealed that the major dimensions of service quality which impact to customer satisfaction are empathy, tangible and reliability. Other dimensions are responsiveness, assurance and technical quality do not impact on customer satisfaction. And, perceived value doesn’t moderate the relationship between service quality and customer satisfaction in mobile telecommunication industry in Sri Lanka.Item Fast Food Consumption Behaviour of Sri Lankans: With Special Reference to Gampaha and Colombo Districts(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2017) Nirmani, H.; Gayathree, P. K.; Kumara, S. U.Fast food industry in Sri Lanka can be considered as a very competitive industry with the rivalry being intensified every single day with the entry of new players to the market. There are both local and international fast food brands currently operating in the country, adding to the competition. In such a situation, marketers are faced with the challenge of making their customers loyal to their fast food brand. Therefore, the purpose of this research is to identify which factors contribute in creating brand loyalty towards fast food industry in Sri Lanka, with special reference to internationally franchised fast food brands currently operating in the country. The sample 150 respondents of this study was selected from Colombo and Gampaha Districts representing the Western Province and a questionnaire based survey method was used to gather the primary data required for the study. Various statistical techniques such as hypothesis testing, Pearson Correlation coefficient, Regression analysis were used to arrive at the research objectives. The results revealed that, food quality, brand image and promotions significantly influence the brand loyalty of the fast food brands. Other factors included in the study: price and atmosphere were not significant factors in influencing the brand loyalty. Therefore, it is recommended that to induce brand loyalty fast food restaurants should provide quality foods and enhance the brand image with sound promotional campaigns.Item Factors Affecting the Purchasing Intention of Green Products(Sri Lanka Journal of Marketing, Vol 2 No 1 Jan – June 2016, 2016) Gayathree, D.A.G.P.K.Consumer behaviour researchers and scholars throughout the past three decades have given much prominence to the green consumerism related studies due to its significance in the contemporary business world. According to the World Bank statistics the global warming, CO2 emissions and deforestation has become debatable issues. Thus the recent consumer research has focused increasing attention on the sustainable and the ethical consumption. Literature on green buying behaviour has given less attention on researching the characteristics of the green consumers and more prominence has been given on analysing the impact of green marketing elements on the consumer purchasing behaviour. Majority of the green literature has adopted Theory of Planned Behaviour to explain the green buying decisions of the consumers. Literature shows that the predictive ability of the purchasing intention of green products would be enhanced if background factors such as personality traits used. Further, scholars have pointed out that personality traits have a significant influence on the environmental behaviour. Thus, personality traits would have a positive influence on the purchasing intention of the green product.Item DCD Turns Milk Powder Industry Inside Out(Department of Marketing Management, Faculty of Commerce & Management Studies,University of Kelaniya, 2015) Anuranga, B.K.H.D.