Symposia & Conferences
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Item The Role of Service Quality on Customer Repurchase Intention of Fast Foods by Examining the Mediation of Customer Satisfaction(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Anuradha, P. A.; Gunawardane, W. A. D. N. R.The fast-food industry in Sri Lanka, particularly in the Western Province, has experienced remarkable growth over recent years. Franchised fast-food restaurants are becoming a dominant segment in this rapidly evolving market. This competitive environment necessitates that businesses prioritize exceptional service quality to ensure customer satisfaction and increase repurchase intentions. The primary objective of this study is to examine the role of service quality in influencing consumer repurchase intentions, with a particular focus on franchised fast food restaurants in the Western Province of Sri Lanka. This study was conducted using a quantitative research design and relied on collecting primary data through survey administration of a pre-set questionnaire to 400 respondents through a convenience sampling method. Data analysis was performed by IBM SPSS Statistics and involved describing the demographics of respondents along with key variables. The study’s findings underscore the significant and positive impact of all five dimensions of the DINESERV model on customer satisfaction. Among these, tangibility and reliability emerged as the most critical dimensions influencing customer perceptions of service quality. Additionally, customer satisfaction was found to strongly mediate the relationship between service quality and repurchase intentions. These results align with previous studies while also offering new insights specific to the Sri Lankan fast-food context, particularly in the franchised restaurant segment.Item The Perceived Credibility of Ambient Marketing Activities on Consumer Purchasing Intention: Examining the Mediation of Consumer Attitudes Towards International Fast-Food Franchises in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Perera, T. A. N.; Gunawardane, W. A. D. N. R.Ambient marketing is a creative advertising strategy where companies use unconventional environmental media to interact with their customers and make lasting impressions. Unlike traditional advertising, ambient marketing allows for brand connection by blending in with the everyday surroundings while adding a surprise factor. Furthermore, it assesses the mediating role of consumer attitude, which is one of the critical gaps in the current literature on the effectiveness of ambient marketing within the fast-food sector. A positivistic, quantitative research design was employed to achieve the research objectives. Data were collected through a structured, self-administered questionnaire administered online to 408 Sri Lankan consumers who are familiar with ambient practices in the fast-food industry. The study results indicate that perceived credibility significantly relates to consumer purchasing intentions. More precisely, trustworthiness and expertise were crucial in determining consumer perceptions about ambient marketing campaigns. The consumer attitude proved to mediate this relationship, though differently for both trustworthiness and expertise. In the case of trustworthiness, partial mediation was observed, implying that consumer attitude enhanced the relationship that already existed between perceived credibility and purchasing intention. In turn, expertise exhibited the full mediation effect, with consumer attitude fully mediating perceived expertise and purchasing behaviour. The current research addresses the significant theoretical gap by connecting ambient marketing activities and consumer purchasing intention in the fast-food sector, particularly in Sri Lanka. It extends the literature by emphasising the mediating role of consumer attitude and provides empirical evidence of the importance of trustworthiness and expertise in unconventional marketing strategies.Item The Impact of Social Media Marketing Activities on Customer Purchase Intention of Used Passenger Cars, The Moderating Role of Customer Engagement with Special Reference to Car Dealership Agents(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Sudarshana, S. M. A.; Gunawardane, W. A. D. N. R.With substantial contributions to GDP and employment, Sri Lanka's automotive industry is an essential economic sector that includes both vehicle assembly and component manufacture. Import limitations on new automobiles have caused consumers to shift their attention to used passenger cars. The used automobile market has difficulties using digital technologies to adapt to shifting consumer tastes. As customers increase in the use of digital platforms to make decisions, traditional marketing strategies are becoming less and less effective.Social media marketing activities (SMMAs) have a impact on consumer engagement and purchase intent. The study emphasizes the car industry's transition from conventional to digital marketing, highlighting the ways in which social media sites like Facebook and Instagram may change consumer interaction and buying patterns. Convenience sampling was used to gather data from 385 respondents and the study found strong internal consistency and validity for all variables, including SMMA and purchase intention. . The study highlights the importance of social media marketing in influencing customer purchase intentions in the Sri Lankan automobile industry, especially for used passenger car buyers.Item The Impact of In-Store Experiential Marketing Strategies on Customer Perceived Value in Service Delivery: A Study on International Franchised Fast-Food Restaurants in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ranwalage, R. N. K.; Gunawardane, W. A. D. N. R.One of the key developments in the restaurant industry is that individuals not only come to restaurants for a meal but also spend their extraordinary time and gain spontaneous excitement. Thus, experiential marketing activities create unique value towards the consumer. Yet the available literature indicated a dearth of knowledge on experiential marketing strategies and customer perceived value. To achieve research objectives, a quantitative approach was utilized. In this regard, data was collected from 306 respondents who have visited restaurants within the past three years. According to the results generated, the research concluded that In-store experiential marketing strategies have significant impact on customer perceived value, with experiences of sense, feel, think, and act demonstrating strong positive impacts, while the relate experience did not achieve statistical significance in the franchised fast-food restaurants context. The study's findings are limited to using convenience sampling, which may restrict the generalizability of results to the broader population of international franchised fast-food customers. Furthermore, the study faced limitations due to a lengthy questionnaire, which may have reduced data richness, and a filtering criterion that excluded individuals from not visiting franchised fast-food restaurants within the past three years, narrowing the participant pool. Additionally, the cross-sectional design constrained the study's ability to capture changes in customer perceptions over time, limiting the scope of insights obtained.This research contributes to the literature on experiential marketing by validating its role empirically in the service delivery of the internationally franchised fast-food sector, while providing certain insights to enhance customer experience. From a practical viewpoint, this study provides implications for fast-food operators and marketers regarding the need for the creation of sensory-rich, emotionally engaging, and thinking experiences. Therefore, future studies can develop new dimensions regarding moderating and mediating variables, alternative contexts, and the use of advanced analytical techniques to enrich this area further.Item The Impact of Agile Marketing on Brand Attachment: Examining the Mediating Role of Brand Trust with Special Reference to Skincare Products among Gen Z Consumers in the Western Province, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Siyambalapitiya, H. J. C.; Gunawardane, W. A. D. N. R.This study explores the influence of agile marketing techniques on brand attachment among Generation Z consumers in Sri Lanka's Western Province, with a particular emphasis on skincare products. It investigates the mediating role of brand trust in influencing the relationship between agile marketing practices and brand attachment. This research, therefore, seeks to add to the literature on marketing agility and brand dynamics by looking at how trust-based agile marketing strategies impact consumer-brand relationships, with particular attention to the Gen Z consumer, who has been at the center of changing consumer behavior and preferences for brands. The results of this study are intended to offer practical insights into how brands can utilize agile marketing strategies to establish trust and nurture stronger emotional bonds with their consumers.This study is a quantitative research effort that adopts a positivist philosophy, emphasizing objective analysis to measure the relationships among agile marketing, brand trust, and brand attachment among Generation Z consumers in the Western Province of Sri Lanka. Theoretically, it contributes to the assertion that agile marketing is a decisive factor in evoking brand trust and attachment, mainly in Generation Z consumers. Most importantly, it was able to fill the gap in knowledge as regards how agile marketing is related to brand attachment by identification of brand trust as a pivotal mediator. The findings also contribute toward the principles of relationship marketing by depicting that adaptive marketing strategies may work like dynamic tools to increase the emotional attachment of consumers.Item Role of Brand Heritage in Developing Brand Loyalty; examining the mediation of Brand Trust with Special Reference to Sri Lankan Tea Brands(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Bodhipaksha, W. K. A. L. D.; Gunawardane, W. A. D. N. R.The tea industry, a cornerstone of Sri Lanka’s economy and cultural identity, has faced significant challenges, including declining domestic consumption, over the past two years. Against this backdrop, it is crucial to understand how a brand’s historical and cultural heritage influences consumer behavior, as literature support on the relationship is inconclusive in nature. The study employed quantitative methodology, the study collected data from 354 respondents through structured questionnaires. Data analysis was conducted using IBM SPSS.The findings confirm that brand heritage has a significant positive impact on brand loyalty, both directly and indirectly, through the mediating role of brand trust. Brands with a strong heritage are perceived as more authentic and trustworthy, leading to deeper emotional connections and sustained loyalty. These results validate the hypotheses and underscore the importance of trust as a critical mediator in transforming heritage into customer commitment. The outcomes underscore the dynamic role of brand heritage, not as a static attribute but as an evolving strategy that must adapt to contemporary market conditions.In conclusion, this study reaffirms the importance of brand heritage as a strategic asset for fostering trust and loyalty. Sri Lankan tea brands can achieve sustained relevance and competitive advantage by leveraging their rich historical and cultural legacies while addressing modern consumer demands. The integration of heritage-driven narratives with trust-building efforts offers a pathway to revitalizing the domestic tea market and positioning Sri Lankan tea brands as globally competitive and culturally resonant.Item Impact of Sustainable Event Practices in Attracting Attendees to Research Conference Events in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Sarathchandra, W. A. G. S.; Gunawardane, W. A. D. N. R.The event industry in Sri Lanka plays a significant role in the national economy and cultural representation, with research conferences being a pivotal segment. However, the increasing global emphasis on sustainability necessitates the adoption of economically, environmentally and socially responsible practices to enhance attendee attraction and event success. This study will explore the influence of sustainable event practices in attracting attendees to research conferences in Sri Lanka. It aims to address gaps in existing literature by providing localised insights into the implementation and effectiveness of these practices. The study applies a deductive reasoning framework to examine specific hypotheses about the influence of sustainable event practices on attendance attractiveness. The quantitative method is used to collect primary data among academics and professionals who attended the research conferences through a questionnaire, sample consists of 300 individuals from academia and industry who attended research conferences, The implications of this study are multifaceted. Theoretically, it enhances the understanding of how sustainable practices influence attendee attraction at academic and research conferences. The findings align with prior studies and underscore the importance of integrating sustainability principles into event planning to engage eco-conscious attendees. Practically, this study depicts the need for the implementation of energy-efficient solutions, effective methods of waste management, and transportation systems that support a sustainable environmentItem Impact of Sensory Branding on Customer Perceived Value Towards Coffee Shops: Examining the Mediation of Brand Love of Foreign Tourists(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Yasith, H. L. M.; Gunawardane, W. A. D. N. R.In recent years, sensory branding, or neuromarketing, has become an emerging marketing strategy to create memorable, engaging brand experiences and have consumers behave. This interdisciplinary field combines neuroscience, psychology, and marketing principles to determine how sensory stimuli influence consumers' perceptions, opinions, and decision-making.the research examines the effects of sensory branding on customer perceived value in Sri Lankan coffee shops among foreign tourists, focusing on the mediating effect of brand love. The goal is to figure out how sensory aspects, like sight, sound, smell, taste and touch, bring to light the perception of value and emotional attachment of the tourists to the coffee shop brands. A quantitative methodology is applied, consisting of a structured questionnaire administered to 148 foreign tourists visiting famous coffee shops in major tourist attraction sites in Sri Lanka, Sensory branding is found to strengthen customer perceived value and brand love significantly. In this context, brand love refers to customers' emotional attachment and deep connection towards a brand. In particular, sensory branding experiences positively affect customer perceived value, meaning that well-crafted sensory environments in coffee shops positively impact perceived value among foreign tourists. The implications of this study are both theoretical and practical.Item Factors Influencing on Used Passenger Car Purchase Intention by Examining the Mediation of Perceived Value in Sri Lankan Used Vehicle Market(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Nirmani, M. W. T.; Gunawardane, W. A. D. N. R.With the suspension of new car imports to Sri Lanka from 2020, there has been a significant transformation in the used vehicle market in Sri Lanka in the last decade. Therefore, understanding the factors influencing the used passenger car purchase intention of consumers will be very helpful for all organizations and businessmen involved in the used vehicle market in Sri Lanka to formulate effective strategies, the research's purpose is investigating the factors influencing on used passenger cars purchase intention in used vehicle market in Sri Lanka, focusing on the mediating role of perceived value. This study adopted a positivist approach, focusing on quantitative methodology concerned with analysing relationships between variables, and collected primary data based on a sample of 398 respondents, utilising structured online questionnaires.. The results of the analysis show that among the independent variables, brand, price, design, technical consideration, etc., only the "technical consideration" variable has a weak relationship with perceived value. It has been confirmed that it is not a significant effect by accepting other hypotheses. Accordingly, this study has further shown that the variables brand, price, design, technical consideration, perceived value is all the most important in determining purchase intention. Not only that, the findings of this study have confirmed that the mediation of perceived value is also an important variable.This research has implications for theory as well as practice. From a theoretical perspective, it enriches the literature by elaborating on the mediating role of perceived value in the context of intention to purchase a used car. Practically, it gives actionable insights to automotive companies and leasing firms on strategic branding, competitive pricing, and innovative design for enhanced consumer value perception. In addition, it provides insight to used car dealers, online buying and selling vehicle platforms, customers, and new entrepreneurs.Item Experiential Marketing Strategies on Brand Love: A Study of Franchised Fast-Food Chains(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Navodya, E. K. A. P.; Gunawardane, W. A. D. N. R.Franchise fast-food chains in Sri Lanka face a growing challenge, especially in attracting and retaining the Generation Z segment. The study uses the experiential marketing framework to investigate the impact of experiential marketing strategies on Brand Love among Generation Z consumers in franchised fast-food chains in Sri Lanka. A quantitative approach was used, where data was gathered through the online survey responses of 359 responses were analysed. The results indicated a significant association between experiential marketing dimensions and brand love by confirming the theoretical framework. Further business strategies should prioritize emotional and relational connections to attract and retain Generation Z consumers. Sensory and behavioral strategies can complement these efforts, whereas cognitive-focused approaches may be less effective in this context. Theoretical contributions include validating Schmitt’s framework and expanding its application in low-involvement industries. The study focuses only on franchised fast-food chains in Sri Lanka, targeting only Generation Z consumers in one geographic region. Therefore, studies of other industries and demographics in the future will increase generalizability.