Symposia & Conferences
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Item The Impact of In-flight CRM practices on Repeat Purchase Intention: The Mediating Role of Perceived value with Special Reference to Sri Lankan Airline Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Jayasundara, P. L; Subasinghe, S. M. A. N. M.The purpose of the study is to explore how CRM practices during flights affect repeat purchase intentions among passengers in the Sri Lankan airline industry. This research also investigates the mediating role of perceived value, which is a serious gap in the literature. The study tries to add to the insights regarding the way CRM efforts reinforce customer loyalty and yield a better competitive position in a fast-evolving airline market. A mixed-method approach has been adopted for the study design; therefore, quantitative and qualitative data have been combined. Quantitative data were collected from 385 frequent flyers of Sri Lankan Airlines and its competitors. The relationships among CRM practices, perceived value, and repeat purchase intentions were investigated by analyzing the data through Spss. Semi-structured interviews added depth to the analysis through a better understanding of passenger experiences. Our findings are like this, the results indicate that in-flight CRM practices, including personalized services, feedback mechanisms, and loyalty programs, positively influence perceived value, which in turn significantly impacts repeat purchase intentions. This mediating effect highlights the importance of perceived value in enhancing customer retention. Findings also align with global studies, demonstrating that effective CRM fosters customer loyalty through improved service quality and personalized experiences. It also cannot generalize to other regions, as the research is confined to the Sri Lankan airline market. The reliance upon self-reported data introduces bias, and the cross-sectional design precludes longitudinal analysis of changing customer behaviors. This research extends the series of theoretical insights into CRM's mediating role through perceived value in enhancing repeat purchase intentions and addresses a gap in emerging market research. Practically, it provides actionable insights for Sri Lankan Airlines to refine CRM strategies, improve passenger value perceptions, and foster customer loyalty to maintain competitive advantage within a challenging marketplace. Theoretically, the study develops an understanding of the mediating role of the perceived value of CRM practices in emerging markets. From a practical perspective, this study provides some suggestions for airlines to develop CRM strategies that focus on personalized services and value creation to enhance customer loyalty. The future study can be extended to other regions or the inclusion of other mediators such as customer trust.Item The Impact of Green Marketing Strategies towards Consumer buying intention: The Mediating Effect of Perceived Value with Special Reference to Food and Beverage Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kumara, V. R. P. O.; Mirando, U. J.Over the last few decades, environmental sustainability has risen to the top of the agendas of both worldwide and local businesses, and it has been acknowledged as a significant factor in the development of their strategies. More business organizations are now adopting green marketing strategies for their business processes. Considering the findings of previous studies, the importance of key factors such as eco-labeling, eco-packaging, environmental ads, and environmentally friendly brand image was investigated to highlight the role that these elements play in fostering sustainable consumer behavior. Strong emphasis on the significance of consumer buying intentions as a significant factor in determining purchasing decisions. On the other hand, in the real world, there is a significant deviation between what is expected of the organization about the implementation of green marketing strategies such as green packaging, labelling, and other activities, and the value that the consumer experienced and perception to be connected with that particular product. Previous studies have demonstrated that green marketing strategies have a significant effect on the consumers' intentions to make purchases. While some studies investigated the influence that eco-labeling has on perceptions of sensory quality and desire to make a purchase. Others investigated the function that the green marketing mix has in influencing consumers' intentions to make a purchase. However, there is no attempt to place sufficient emphasis on perceived value as a mediator. Therefore, this study attempts to fill in the available variation gap that previously existed by exploring the impact that green marketing strategies have on purchase intentions, with perceived value serving as the mediator. This study focuses on social behavior, specifically purchasing information, using positivism as a philosophical approach. The deductive method is used to construct a hypothesis, and the study uses a questionnaire survey for data collection. The quantitative strategy allows for statistical analysis and identification of patterns and correlations between variables. The sample size is 403. The population is selected through non-probability and convenience sampling. To make statistical results, which are made available by SPSS. This study has explored green marketing strategies has significant impact on consumer buying intention, green marketing strategies has significant impact on perceived value, perceived value has significant impact on consumer buying intention, perceived value has significant impact as mediating role between green marketing strategies and consumer buying intention in food and beverage industry in Sri Lanka. Importantly, there are discrepancies in functional, emotional, and monetary value in the food and beverage industry in Sri Lanka, which makes it difficult for consumers to accept environmentally friendly marketing strategies. Consumers think that there are compromises in quality, that there is not enough emotional pleasure, and that there is a mismatch between the expenses and the advantages. To solve this issue, businesses should improve product quality through the implementation of green initiatives, make investments in research and development for environmentally friendly packaging, establish cross-functional teams for innovation, and carry out powerful marketing efforts to modify consumer preferences and increase sales intents. Additionally, it provides insights that are relevant to the industry on eco-labeling, eco-packaging, and environmentally friendly branding. Furthermore, previous studies have highlighted the impact that green marketing has on consumers' intentions to make purchases, but they have not focused on perceived value as a mediator. The purpose of this study is to fill this vacuum by investigating how perceived value, functional, emotional, and monetary factors act as a mediator in the interaction between green marketing techniques and consumer behavior in the food and beverage industry in Sri Lanka. The study used 403 responses but may not represent the entire population. A larger sample size could improve generalizability and provide stronger insights. The quantitative approach may not fully understand consumer motivations, perceptions, and emotions and may not cover diverse consumer beliefs across demographics or socioeconomic groups. The study's cross-sectional design may miss changing consumer attitudes and habits over time. Additionally, the concept of perceived value may be limited to functional or environmental value, and self-report bias may affect the accuracy of the findings. This research, which was conducted with the participation of 403 individuals, focuses on green marketing techniques, perceived value, and customer purchasing intentions in the food and beverage business. In a subsequent study, the sample size might be increased, a wider range of sectors could be investigated, other aspects of perceived value such as Epistemic value and social value could be implemented, qualitative research methods could be utilized, and longitudinal research designs could be adopted to learn more about consumer behavior.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 Store Characteristics and Customer Loyalty: The Mediating Role of Perceived Value.(8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2017) Alroaia, Y. V.; Rahayi, S.The aim of the present study is to examine the effect of store characteristics on customer loyalty with the mediating role of perceived value among customers of chain stores in a province in Iran. To answer the research questions and test hypotheses, a questionnaire was distributed among 385 members of the research sample. After collecting the questionnaires, data was analyzed by using Structural Equation Modeling and the results were extracted. The validity of the questionnaire was assessed by using content and construct validity, and its reliability was measured by Cronbach's Alpha test. The results indicated that the questions have high reliability. In terms of construct validity, which was examined by using confirmatory factor analysis, it was found that the questions have appropriate validity. Finally, the results of the data analysis and hypothesis testing indicate that: store characteristics have a significant impact on perceived value and customer loyalty; perceived value, as well, has a significant impact on customer loyalty. The mediating role of perceived value in the relationship between characteristics of store and customer loyalty is also confirmed.