Commerce and Management
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Item The Impact of Marketing Research Practices on Financial Performance: Study of Small and Medium Enterprises in Sri Lanka(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2019) Pushpasiri , T. K.; Dharmadasa , V. P.Marketing research practices have been identified as one of the important key ingredients for superior performance and global competitiveness in Small and medium enterprises (SMEs). The success or failure of SMEs is said to rests in part on the nature and types of marketing research practices they employ. The study was carried out with four dimensions under the marketing research practices as price-related practices, product-related practices, maintain customer relationship related practices and promotion related practices to understand the relationship with financial performance in SMEs. Data were collected using questionnaires from 200 respondents in the SMEs. Based on the findings of the study, it concluded that there is a moderate positive relationship between marketing research practices and financial performance. As well as all the dimensions of the marketing research practices are significant predictors of the financial performance while price-related practices and product-related practices are major among them. According to the results of simple regression analysis, marketing research practices were found to have a positive impact on financial performance.Item A Review on E-Banking Adoption in the Context of E-Service Quality(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2019) Gayan Nayanajith, D. A.; Weerasiri, R. A. S.; Damunupola, K. A.Fast-paced expansion of information and communication technology (ICT) revolutionizes different facets of contemporary human life and global economic landscape to a greater extent. Within technological transformation arena, retail financial services which includes retail banking activities performs a pivotal role. Technological advancement and internet facilities have demanded rapid changes radically in the financial services sector service delivery. E-banking facilitates bank customers to engage in an array of banking services via banks’ official websites. Amidst these changes e-banking adoption has gained limelight as a researchable notion owing to challenges attributed in different markets and country contexts. This article review founded on the concept of e-banking adaption in line with theoretic and empirical discussions. Hence, literature review was exploited as the main research tool. Research paper attempted to introduce practice related insights by discussing cases that were found within the domain of e-banking adoption. Article is organized as a concept paper to emphasize some of the case evidences with special reference to consumer electronic banking whilst arguments have been supported empirically. Importance of customer awareness, innovativeness, service quality, trust and security aspects related to e-services and prioritizing of marketing to motivate adoption of e-banking solutions has been unveiled by the discussions. In conclusion, paper postulates directions for the future researches in line with empirical justifications.Item Impact of Multichannel Brand Trust on Behavioural Intention(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2019) Bandara, B. S. S. U.; Jayarathne , A.This study examines the relationship between brand trust and behavioral intention in a multiple channel (online/Offline) situation and how it helps in developing relationships with the brand. The study is supported by commitment–trust theory introduced by Morgan and Hunt (1994). A structured questionnaire was distributed among 545 customers who transacts in both offline and online channels the in banking sector. Findings indicate that offline brand trust has a higher impact than online brand trust and the combine effect (multichannel effect - MCBT) has less impact than even both offline and online brand trust on behavioral intention (BI). Furthermore, the relationship commitment partially mediates the relationship between the MCBT and BI. While discussing the impact of MCBT on BI the study proposes that brand managers to carefully reinvestigate brand related strategies to ensure a better service to their customers.Item Avoidance of Eco-Tourism Labelled Hotels by the Domestic Tourists of Sri Lanka(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2019) Gayathree, P. K.; Perera, N. R.; Medis, A. P.Modern consumers are living a consumerist lifestyle, which negatively impacts on the natural and the built environment. However, there is a trend towards environmental protection within society. It is clearly observed that green labels are everywhere and has become a marketing tool for companies, and this is common for tourist hotels as well. Ecotourism which is one form of ethical goods and services has been increasing worldwide. These tourists especially concern about natural and the built world. Therefore, they will neglect the products and services which harm the environment. Identifying that there is a gap in the literature about the consumer's avoidance of products and services which claims the “green”, the study aims at, exploring the avoidance behavior of eco-labeled hotel brands by the eco-tourists”.Item Conceptual Review on Apparel Disposal Behaviour of Consumers(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2019) Nanayakkara, N. W. O. K. D. S. P.Conserving resources for future generations through sustainable consumption presents both a unique challenge and an opportunity for individuals in contemporary society. Sustainable consumption which is becoming a growing trend in the society advocates encourage individuals in affluent, developed countries to shift toward consumption that is more socially and ecologically sustainable. These advocates suggest educating consumers on environmental, social, and economic preservation as a means to influence consumption behaviors. As a subsection of general consumption, sustainable consumption also includes acquisition, use, and disposal behaviors. Investigation into disposal is necessary because it provides additional insight into the behaviors of consumers. The study of disposal is of particular importance in the context of apparel because the very nature of the product differs from typical durable and non-durable goods. In apparel consumption, the term disposal refers to whether a garment is simply thrown away, resold, reused, or recycled. Alongside, this study attempts to identify the different types of consumer apparel disposal behaviors and the underlying factors that affect clothing disposal behaviors. Paper followed an extensive literature review to build a discussion on theoretical and empirical contents related to consumer apparel disposal behaviors. Paper attempts to appreciate the application of different types of disposal behaviors with particular reasons. The literature review was executed addressing to key sub contents related to apparel disposal behaviors. It reviewed journal articles as the main source of information to organize the contents with empirical justifications. Finally, paper discusses the concepts of environmental knowledge, motivation, subjective norms in apparel disposal and how these factors affect different types of disposal behavior.Item Impact of Celebrity Brand Endorsement on Consumer Buying Behaviour on Modern Trade in Sri Lanka(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2019) Udovita, P. V. M. V. D.This paper has been developed as a conceptual paper by rationalizing the existing literature sources to build arguments on two main concepts namely Celebrity Endorsement and consumer brand behaviour on Sri Lankan modern trade industry. This study is specially focused on Sri Lankan modern trade sector which has remarked a significant position in the local economy. It shows a higher degree of contribution in the practical scenario of celebrity endorsements in the Sri Lankan modern trade industry, but empirical knowledge is lack to investigate how celebrity endorsements works in modern trade industry branding perspectives. The study based on empirical studies basing the Tears model by Shimp (2003) indicated that trustworthiness, expertise, attractiveness, respect of the celebrity are key factors that impact on celebrity endorsement. Finally, it concludes the paper with some research directions and priorities for the future studies.Item A Review of Challenges to Attract Public Private Partnership (PPP) Investments to Power Generation Infrastructure In Sri Lanka (SL)(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2019) Fernando, S. N.Ceylon Electricity Board (CEB) is a State Owned Enterprise (SOE) operating in power industry of Sri Lanka being a monopolistic. Long Term Generation Expansion Plan (LTGEP) that prepared by CEB and approved by Public Utility Commission and the Cabinet of Ministers. As per LTGEP capital investments for Generation Infrastructure from 2018 to 2037 had been projected around USD 14,568 million. As per Electricity Act 2009, CEB was vested with responsibility to implement LTGEP to satisfy power requirement of the country. The Government policy decision of sourcing of funds by CEB its own has been implemented from year 2015 and CEB is operating for last several years with negative cash flow mainly due to subsidized tariff structure. The funding agencies have imposed stringent financial covenants into loan agreements .CEB has been challenged to adhere with those financial covenants due to existing mal financial position of CEB. Electricity Act 2009 states any person to generate capacity above and over of 25 MW, shall Government hold 51% of ownership. Sri Lanka by law any investment in power generation above and over 25 MW shall be a Public Private Partnership (PPP). Non implementation of above projects on time will lead to power shortage in the country and accelerates cost of unit of electricity immensely to pay by the public. In this circumstance PPP model has proven that mostly applicable for development of public infrastructure in developed and developing countries. CEB being a monopolistic player in the power industry, is required to pursue PPP for development of power generation infrastructure to assist growth momentum of the country. The challenges pertaining to institution could be addressed within the organization such as effective leadership for trust building and coordination, modification of bureaucratic structure of organization with changing environment to attract private investment. The main challenges have been identified such as state credibility and inconsistent policies .The challenge of social support could be harnessed by CEB with Ceylon Electricity Board Engineers Union (CEBEU) which has become integral arm in collaboration for policy formulation in power sector of Sri Lanka. With the reviewed literature could conclude that state credibility, inconsistent policies and lack of public support had hindered the private investor confidence in power sector in SL.Item The Influence of Facebook Brand Page on Consumer Purchase Intention with Reference to Fashion Retailing Industry(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2019) Rajapaksha, L. B.; Thilina, D. K.The competition in the fashion retail industry of Sri Lanka is reaching new heights due to various demands of the fashion consumers in Sri Lanka. As per the significant growth in the fashion retailing sector in Sri Lanka the marketers need to define the strategies to address their customer intentions. Especially with the rapid growth of the social networking sites especially Facebook in Sri Lanka, fashion retailers have to align their social media strategies with the online behavior of the consumers. This is study; mainly focused to understand the influence of Facebook fashion retailers’ brand page and purchase intention among the Sri Lankan Face book users. Objectives of this research were to understand the influence of engaging on Facebook brand page on purchase intention for fashion retail in Sri Lanka, therefore the researcher has investigated main construct of Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) of the Facebook brand page and their relationship with both Attitude towards Brand (ATB) and Purchase Intention respectively. Finally, to see whether there is a mediating effect of Attitude towards Brand on the relationship between PU and Purchase Intention and PEOU and Purchase Intension respectively. The review is based on the theoretical rationale and supportive empirical findings. A descriptive statistical review is presented to reasoning why fashion industry is considered as a context to be examined whilst empirical evidences are presented to support the arguments. The paper concludes with research propositions to examine how Facebook Brand Page make an influence on Consumer Purchase Intention.Item Impact of Brand Trust on Brand Evangelism Behaviour: A Study on Cable Brands in Sri Lanka(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2018) Munasinghe, A.; Dissanayake, D. M. R.Industrial sector organizations require some specific focus when developing brands to their institutional and domestic customer segments. Brand trust plays a significant role when it comes to establishing strong brand relationships with consumers. This paper mainly focuses to empirical gaps and practice issues found within the cable brands in Sri Lanka to identify the major research questions and the purposes. Alongside, impact of brand trust on brand evangelism was examined addressing to the empirical justifications and practice gaps found in Sri Lankan cable market. Stratified cluster sampling method was employed and 225 questionnaires were distributed amongst end-users of B2C market. Accordingly, quantitative method was occupied with a questionnaire to execute the survey investigating how brand trust influences three sub divisions of brand evangelism. Three hypotheses were formulated and tested via Structural Equation Modelling (SEM) supported by a Confirmatory Factor Analysis (CFA) produced with AMOS-23 software version. Results proved brand trust results purchase intention and positive referrals on cable brands whilst the impact of brand trust on spreading negative referrals on competitive brands was not proved. Paper highlights the managerial implications based on the key findings and future research directions were proposed accordingly.Item Factors Affecting Brand Loyalty of Professional Customers in Online Banking(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2018) Wijesundara, B.; Thilakarathne, B. L. S.This paper concentrate on how far commercial banks in Sri Lanka have been adapted to online banking facilities and its impact on brand loyalty among professional customers. The main research objective of the study is to identify the level of influence made by online banking facilities on brand loyalty of the professional customers in commercial banking sector. The findings revealed that perceived value and trustworthiness influence the brand loyalty among professional customers than the customer satisfaction on brand loyalty. This is in line with an empirical study supporting the notion that trust and other security beliefs influence consumers’ intent to purchase goods over the internet and that perception of internet security influence potential purchasing behavior. Bank management can transform their branches with technology to serve their customers better. This could strengthen the bond with customers and make them more committed to continuing to use the online banking services.