Commerce and Management
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Item The Effectiveness of Short Message Services (SMS) Marketing on Customer Engagement in Mobile Apps in the Mobile Telecommunication Industry in Sri Lanka: The Mediating Effect of Attitude Towards SMS(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Herath, W. M. T. D.; Patabendige, S. S. J.; Dhuveeshan, M.With the rapid evolution of mobile technology, SMS marketing has become an integral tool in enhancing customer engagement, particularly within mobile apps. This study investigates the effectiveness of SMS marketing in the Sri Lankan mobile telecommunication industry, with a specific focus on how attitude towards SMS mediates its impact on customer engagement in mobile apps. By addressing a critical research gap, this study integrates SMS marketing strategies, consumer behavior, and technological adoption to evaluate their interconnected effects within the industry. The research adopts a positivist approach, utilizing a quantitative methodology to test hypotheses employing a structured survey with 26 questions targeting 418 respondents aged 18 and above. The analysis focuses on three primary variables: SMS marketing as the independent variable, customer engagement in mobile apps as the dependent variable, and attitude towards SMS as the mediating variable. The conceptual framework is based on the Stimuli-Organism-Response (SOR) model, examining the relationship between SMS marketing, attitude towards SMS, and customer engagement. Data analysis techniques include reliability and validity assessments, regression analysis, and mediation testing to validate the hypotheses. The research was conducted within the Sri Lankan mobile telecommunication industry, and data analysis was performed using the Statistical Package for the Social Sciences (SPSS) version 23 to ensure accurate statistical insights. Findings reveal a significant positive relationship between SMS marketing and customer engagement in mobile apps, with attitude towards SMS acting as a critical mediator. Specifically, SMS marketing's effectiveness is enhanced when customers perceive the messages as entertaining, informative, and credible. Conversely, irritation an intrusive SMS content negatively impacts engagement. The mediating role of attitude underscores the importance of emotional and cognitive responses in determining the success of SMS campaigns. The study also identifies key factors influencing attitudes towards SMS, including entertainment, informativeness, irritation, credibility and intrusiveness. The study acknowledges several limitations, including a relatively small sample size because of the time limitation. Future research could expand the scope to include cross-industry comparisons or longitudinal studies to examine the evolving dynamics of SMS marketing and app engagement. Additionally, exploring the role of emerging technologies, such as artificial intelligence and machine learning, in personalizing SMS content offers promising avenues for further investigation. Theoretical implications extend existing literature on mobile marketing by bridging the gap between SMS marketing and app engagement, highlighting the interplay of customer attitudes as a mediator. Practically, the findings provide actionable insights for telecommunication companies in Sri Lanka. To maximize engagement, marketers should focus on crafting personalized and contextually relevant SMS campaigns that resonate with customers' preferences and reduce perceived intrusiveness. Furthermore, integrating SMS marketing with app-based promotions and leveraging data analytics can enhance the alignment of marketing strategies with user behaviors.Item The Impact of Work Life Balance on Employee Performance with Reference to Telecommunication Industry in Sri Lanka: A Mediation Model(Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2017) Mendis, M. D. V. S.; Weerakkody, W. A. S.In today’s dynamic business environment, work life balance has become one of the key issues faced by many employees all over the world. Maintaining work life balance is an issue increasingly recognized as of strategic importance to organization and of significance to employees. A lack of work life balance also has an adverse effect on their employer's prospects for success in many respects. The main objective of this study is to carry out research on the Sri Lankan telecommunication industry and recognize the impact of work life balance on the employee performance. And also to identify whether the work life balance leads to higher employee performance through employee job satisfaction. The target population of this research is executive level married employees in telecommunication industry in Sri Lanka. This investigation area is used Cluster sampling method to select 2 major companies in telecommunication industry (i.e., Dialog Axiata PLC and Sri Lanka Telecom – Sample Size 100). Data were gathered through questionnaire method. In this study, for the purpose of hypothesis testing the researcher used univariate, bivariate and multivariate statistics methods. The Data were analyzed through SPSS 15.0 software to find out the relationship between variables. Findings of the study reveal that there is a strong relationship between work life balance and employee performance, a strong relationship between work life balance and employee job satisfaction and a strong relationship between employee job satisfaction and employee performance. All these relationships are positive and have significant levels. The research findings give evidence that the better work life balance of the employees leads to increased employee performance and employee job satisfaction.Item The Relationship between Work Life Balance and Employee Performance: With Reference to Telecommunication Industry of Sri Lanka(Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2014) Mendis, M. D. V. S.; Weerakkody, W. A. S.In today’s dynamic business environment, work life balance (WLB) has become one of the key issues faced by many employees all over the world. Maintaining work life balance is an issue increasingly recognized as of strategic importance to organization and of significance to employees. There is no one agreed definition of work-life balance but it does appear that the right balance for one person may differ from the next. In simply, WLB means the amount of time you spend doing your job compared with the amount of time you spend with your family and doing things you enjoy. At present, the service sector is the leading factor for the total economic growth rate. Sri Lankan telecommunication industry is one of the largest service contributors to national economy. Poor work life balance leads to many disastrous things like tardiness, bad performance, lack of motivation, more errors, absence from work turnover and so on. Without a doubt, one of the biggest disadvantages is that poor work-life balance is poor employee performance. This reduces work quality, job satisfaction productivity and creates poor employee efficiency, poor employee effectiveness and, poor employee commitment. When an employee won't be able to give time to his family at home, he will feel stressed at work. A lack of work life balance has also an adverse effect on their employer's prospects for success in many respects. The main objective of this study is to carry out research on the Sri Lankan telecommunication industry and recognize the impact of work life balance on employee performance. The target population of this research is executive level married employees in telecommunication industry in Sri Lanka. This investigation area is used Cluster sampling method to select 2 major companies in telecommunication industry. (Dialog Axiata PLC and Sri Lanka Telecom – Sample Size 100) Data were gathered through questionnaire method and in this study, for the purpose of hypothesis testing the researcher use univariate, and bivariate statistics methods. The Data were analyzed through SPSS 20.0 software to find out the relationship between variables. Findings of the study reveal that there is a strong relationship between work life balance and employee performance. This relationship is positive and has significant level. The research findings give evidence that the better work life balance of the employees leads to increased employee performance.Item The Impact of Switching Barrier on Customer Loyalty in Telecommunication Industry.(Department of Marketing Management, University of Kelaniya, 2017) Hathurusinghe, S.M.; Kumara, W.D.In last few years the telecommunication market has witnessed a substantial growth and rapid changes globally as well as domestically. After this revolution people have highly engaged with telecommunication services. So it has been created a high competition in telecommunication market However, the service providers have to consider about the building up customer loyalty in competitive Sri Lankan market. So the operators can pay their attention towards the switching barrier as a customer loyalty building factor. In is connection, this study aims to measure the impact of switching barrier on customer loyalty. A new conceptual model of customer loyalty in telecommunication industry is developed using seven dimensions as the factors relate to switching barrier which can be made impact on customer loyalty. Those are Loss cost, Adoption cost, Move in cost, alternative attraction, Interpersonal relationship, Social Ties & Value Congruency. Researcher has used a descriptive research design for this research and it has been used random sampling method to gather data from 100 respondents. The questionnaires were distributed among them and the results were analyzed based upon the proposed research questions and hypotheses, and finally the conclusions and implications were made. The results indicate that all the factors are related to the positive impact on customer loyaltyItem The Relationship between Work Life Balance and Employee Performance: With Reference to Telecommunication Industry of Sri Lanka(Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2014) Mendis, M.D.V.S.; Weerakkody, W.A.S.In today’s dynamic business environment, work life balance (WLB) has become one of the key issues faced by many employees all over the world. Maintaining work life balance is an issue increasingly recognized as of strategic importance to organization and of significance to employees. There is no one agreed definition of work-life balance but it does appear that the right balance for one person may differ from the next. In simply, WLB means the amount of time you spend doing your job compared with the amount of time you spend with your family and doing things you enjoy. At present, the service sector is the leading factor for the total economic growth rate. Sri Lankan telecommunication industry is one of the largest service contributors to national economy. Poor work life balance leads to many disastrous things like tardiness, bad performance, lack of motivation, more errors, absence from work turnover and so on. Without a doubt, one of the biggest disadvantages is that poor work-life balance is poor employee performance. This reduces work quality, job satisfaction productivity and creates poor employee efficiency, poor employee effectiveness and, poor employee commitment. When an employee won't be able to give time to his family at home, he will feel stressed at work. A lack of work life balance has also an adverse effect on their employer's prospects for success in many respects. The main objective of this study is to carry out research on the Sri Lankan telecommunication industry and recognize the impact of work life balance on employee performance. The target population of this research is executive level married employees in telecommunication industry in Sri Lanka. This investigation area is used Cluster sampling method to select 2 major companies in telecommunication industry. (Dialog Axiata PLC and Sri Lanka Telecom – Sample Size 100) Data were gathered through questionnaire method and in this study, for the purpose of hypothesis testing the researcher use univariate, and bivariate statistics methods. The Data were analyzed through SPSS 20.0 software to find out the relationship between variables. Findings of the study reveal that there is a strong relationship between work life balance and employee performance. This relationship is positive and has significant level. The research findings give evidence that the better work life balance of the employees leads to increased employee performance.Item Impact of Transformational Leadership on Employee Creativity in the Mobile Telecommunication Industry of Sri Lanka(Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Randeny, R.K.B.P.H.; Wijewantha, P.Today the business context is more competitive than ever before. All the external market factors like, technology, creativity, economic trends and etc., highly influence to the organizational profitability. As every organization is trying to get more benefits than their competitors, they need to concentrate on these factors. There are so many organizations in the same industry who are looking for same group of customers. So they have to differentiate their products and services from others. That is a competitive advantage for firms. The main source of gaining competitive advantage is the human resource or the employees of that company. Because they have uniqueness that anyone cannot imitate easily. Hence, it is an advantage to gain competitive advantage through the employees of the organization. When considering about the service industry, the uniqueness of the service is only depends on the employee who serve the service. So, if employees in an organization can provide an innovative and unique service to their customers, they can easily win the market. To achieve that particular competitive advantage the employee creativity is essential within the workplace. Currently, the problem is the employees are not that much of creative. So this research is conduct on to find out whether the transformational leadership makes an impact on employee creativity in the mobile telecommunication industry in Sri Lanka, which is highly competitive industry in Sri Lanka. Researcher tested a one hypothesis to see the relationship. So as to the research findings, it has found that there is a significant impact of transformational leadership on employee creativity in the mobile telecommunication industry in the Sri Lanka.