Symposia & Conferences

Permanent URI for this communityhttp://repository.kln.ac.lk/handle/123456789/10216

Browse

Has files: YesSubject: search.filters.subject.Communication

Search Results

Now showing 1 - 3 of 3
  • Thumbnail Image
    Item
    Strengthening Customer Loyalty: Exploring the Role of Relationship Marketing in Sri Lanka’s Public Sector Banks
    (Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Madusanka, B. T.; Patabendige, S. S. J.; Dharmawardane, M. N. S. H.
    Customer loyalty is seen as critical to the long-term success of businesses, where relationship marketing has emerged as a key strategy used to attract, maintain, and enhance customer relationships. However, past studies have found significant differences between factors affecting customer loyalty and satisfaction between private and public sector banks, with calls for public sector banks to adopt more dynamic marketing strategies to bridge such gaps. The purpose of this study is to empirically investigate the impact of relationship marketing on customer loyalty in the context of the public sector banks in Sri Lanka. More specifically, this study examined the direct relationship between trust, commitment, communication, and conflict handling, which are seen as key attributes of relationship marketing with customer loyalty of public sector commercial banks in Sri Lanka. The study used a convenient sampling design with 384 respondents acquired through a structured questionnaire, which captured state commercial bank customers in the Colombo district of Sri Lanka. Data analysis was done using correlation and regression techniques with the support of SPSS software. The findings suggest that all four variables associated with relationship marketing significantly explain the variations in customer loyalty. These findings differ from those of past studies focusing on private sector banks that found trust and communication to be the key relationship attributes that lead to customer loyalty. This research contributes to the limited body of knowledge on relationship marketing and customer loyalty in the public banking sector. It also provides critical input to public sector bankers on avenues for strengthening customer loyalty from a customer relationship perspective.
  • Thumbnail Image
    Item
    Influence of Service Brand Communication on Consumer's Psychology: With Special Reference to Consumer Attitudes on the Private Professional Educational Institutes in Batticaloa District.
    (8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2017) Kishokumar, R.; Kishomigah, S.
    Service Brand Communication plays a crucial role in determining the Consumer’s Psychology towards the brands, which is useful for businesses and it provides value to consumers as well. This study examined whether Service Brand Communication has an influence on Consumer's Psychology in Private Professional Educational Institutes as research problem. Personal Interactive Communication and Marketing Mix Communication are considered as the measurement variables of Service Brand Communication. Meanwhile Cognitive Attitude, Affective Attitude and Behavioral Intension are considered as the measurement variable of Consumer's Psychology.200 students from 07 Private Professional Educational Institutes in Batticaloa District have been selected as the sample based on the stratified proportionate random sampling method for this study. Findings have shown that there is a strong positive relationship between Service Brand Communication and Consumer's Psychology. Furthermore, it was found that the Service Brand Communication significantly influences the Consumer's Psychology. Results of this study suggest that the Service Brand Communication is important to examining the dispositional source of Consumer's Psychology.
  • Thumbnail Image
    Item
    Role of Facebook: A Review
    (Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Padmasiri, M.K.D.; Kawshalya, P.
    This study is a literature review regarding the role of Facebook in teaching, marketing and relationship management. The literature identifies various roles are playing in todays globalized world. As literature declares Facebook plays roles in various fields such as, marketing, online games, education, teaching, romantic relationship management, managing relationship among friends, and stakeholder engagement. The current study limits its investigation in to selected roles of Facebook due to develop a narrow scope for this review. Hence selected roles of Facebook are academic teaching, marketing and romantic relationship management. One finding of the Bullock, 2011, is using blogging tools to further develop relationships with undergraduate and graduate students and engage them in meaningful discussions outside of class time. According to the studies of Beukeboom, 2011, Facebook plays a major role in romantic relationship management which creates emotional outcomes as relationship satisfaction and trait jealousy. Scolbe, 2006 argues that network is important in changing the way of business talk with customer and Bonsón, 2013 and Dholakia, 2010 indicates that Facebook plays a role as a communication channel in marketing at business level. Among them researchers have identifies FB plays an important role in connecting the social networks but to develop the scope to this study selected roles of FB are, FB in academic teaching, FB in marketing, FB in romantic relationship and FB in online games. Based on the discussion, it can be concluded that Facebook plays an important role in various fields.