Symposia & Conferences
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Item Investigate the Impact of Mobile Banking Service Quality on Brand Attachment with the Mediating Effect of Word of Mouth (WOM) with the Special Reference to The Banking Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Lakshan, A. G. P. B.; Udovita, P. V. M. V. D.This study examines the impact of Mobile Banking Service Quality (MBSQ) on Brand Attachment in Sri Lanka’s banking industry, with a focus on the mediating role of Word of Mouth (WOM). Mobile banking is a key driver of customer engagement, yet limited research explores how service quality influences brand attachment and WOM, particularly in emerging markets. This study aims to fill this gap by assessing the direct and indirect effects of MBSQ on brand attachment, offering insights into banks to enhance service quality and customer relationships. A positivist approach with a quantitative methodology was used to test hypotheses. Data were collected from 389 mobile banking users in Sri Lanka through a structured questionnaire measuring MBSQ, WOM, and brand attachment. Key service quality dimensions examined include usability, security, value-added features, and aesthetics. Statistical analyses, including regression modeling and mediation analysis, were conducted using SPSS. Results reveal that MBSQ significantly influences brand attachment, with usability and security being crucial factors. A seamless user experience and strong security features enhance trust and emotional connection. WOM was found to mediate this relationship, amplifying the impact of positive service experiences. However, the effect of MBSQ on WOM in Sri Lanka is lower compared to global benchmarks, indicating unique market conditions. The study is limited to Sri Lanka, with a sample of 389 respondents, affecting generalizability. Convenience sampling may introduce bias. Theoretically, this research advances understanding of how MBSQ, WOM, and brand attachment interact. Practically, it offers recommendations for banks to enhance usability, security, and personalized services. Encouraging WOM through referrals, reviews, and social media engagement can strengthen brand attachment. Future research should explore the role of emerging technologies such as AI and blockchain in digital banking.Item Impact of Corporate Social Responsibility (CSR) on Brand Image of Banking Industry in Sri Lanka: with the Mediating Effect of Emotional Attachment(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kaluarachchi, K. A. S. S.; Weerasiri, R. A. S.This study explores the impact of corporate social responsibility (CSR) on brand image in the Sri Lankan banking sector, with emotional attachment as a mediating factor. It addresses significant empirical and practical gaps by focusing on the limited understanding of this research context. While existing studies often emphasize the dimensions of CSR – such as economic, legal, ethical, and philanthropic responsibilities, but they tend to ignore the emotional and environmental aspects, which are increasingly important in today’s competitive marketplace. Despite the recognized importance of CSR, there is a lack of comprehensive research on its impact on brand image as mediated by emotional attachment. This study aims to bridge the gap by investigating this question. In addition, the research evaluates the effectiveness of various CSR dimensions to identify the areas that have the most impact on enhancing emotional attachment. The practical gap of this research lies in the insufficient integration of CSR with measurable impacts on brand image. Despite CSR investments, banks lack strategies to evaluate their effectiveness. Many banks approach CSR as an annual routine, often repeating the same activities year after year, rather than leveraging these initiatives strategically to foster emotional attachment and enhance brand image. This routine approach creates a gap, as CSR programs may lack the ability to form deeper emotional connections between the brands. Banks engage in CSR activities that offer societal benefits but are not fully integrated into their core business values. That means the identified gaps highlight the lack of integrated strategies of CSR initiatives in the Sri Lankan banking sector, where CSR activities are often conducted as a matter of course, disconnected from core business objectives. The objectives of this research are to investigate how CSR influences the brand image of the banking industry in Sri Lanka, with emotional attachment acting as a mediator. The study also explores which types of CSR initiatives most effectively foster emotional attachment and the extent of CSR's impact on brand image. In this research, a deductive approach was employed. The researcher developed hypotheses based on existing theories such as Carroll's Four-Dimensional CSR Framework and the Triple Bottom Line Theory. Primary data was obtained through structured surveys, while secondary data was collected from academic literature, industry reports, and financial institution reports. This structured methodology sets the foundation for analysing the interplay between variables. A structured questionnaire was distributed among 385 respondents aged 18 and above, eligible to open regular savings accounts in all provinces of Sri Lanka. Descriptive and inferential statistical techniques, including frequency, correlations, and regression analyses, were employed to derive the findings. SPSS software was used to analyse the data. The demographic profile of the respondents was analysed based on gender, age, province, and income. Cronbach’s alpha for the scales exceeded 0.7, confirming consistency, and the KMO value of 0.948 indicated the suitability of the data for factor analysis. Skewness and kurtosis analyses confirmed the data’s normal distribution. Regression analysis demonstrated that CSR has a positive impact on brand image and significantly influences emotional attachment. Emotional attachment positively affects brand image. The mediating role of emotional attachment in the relationship was confirmed, supporting the research hypotheses with significant indirect effects. Analysis of this research showed strong positive correlations among all three variables. While most CSR dimensions significantly contributed to Brand Image, philanthropic activities did not show a significant effect. This deviation suggests that while voluntary and charitable activities may contribute to social goodwill, they may not directly translate into improved brand perceptions in the Sri Lankan banking industry, highlighting the need for more strategic integration of philanthropic efforts into broader CSR strategies. This suggests that consumers may prioritize other CSR dimensions, such as financial stability and ethical behaviour, over the bank’s philanthropic efforts when evaluating a bank’s brand image as a financial service provider. This study expands CSR theories and offers practical insights for banks to align strategies and enhance brand image. Theoretically, it expands on Carroll’s Four-Dimensional CSR Model and the Triple Bottom Line theory. It highlights the importance of aligning CSR initiatives with emotional and cultural values to enhance brand image in diverse markets like Sri Lanka. Practically, the findings provide banks with insights on designing CSR strategies that resonate with customer expectations, emphasizing the role of emotional engagement in strengthening brand image. However, the study is limited by its non-probability sampling technique, the unique socio-economic and cultural context of Sri Lanka, and its focus on the banking sector, which may limit generalizability to other sectors or regions. Future research could explore CSR's impact across different cultural and economic contexts, using larger and more diverse samples. Future research could map specific CSR initiatives to relevant Sustainable Development Goals to measure the contribution of banking companies to broader global sustainability goals. Additionally, incorporating other mediators and moderators such as brand trust and customer loyalty could further deepen insights into CSR’s role in brand image. overall, this research provides a valuable roadmap for banks seeking to enhance their reputation, and brand image, and contribute to a more sustainable and responsible financial ecosystem.Item The Impact of Customers’ Perceived Level of Employee Diversity on the Customers’ Loyalty at Regional Development Bank(5th HRM Student Research Symposium 2018, Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2018) Chathuranga, W. J. L. I.; Devadas, U. M.This study mainly discover about The Impact of Customers’ Perceived Level of Employee Diversity on the Customers’ Loyalty at Regional Development Bank. In here researcher consider four diversity characters of employee i.e. Diversity of Age, Diversity of Gender, and Diversity of Language & Diversity of Nationality. The main objective of this study is to identify the impact of employee diversity on the customer loyalty in banking sector organization. Researcher used standard questionnaire for data collection. 100 Regional Development Bank customers represent as a research sample from five Regional Development Bank branches. Then researcher data analyzed descriptively using Frequencies, Tables & figures. Outcome of this study is that there is a Positive Impact of Customers’ Perceived Level of Employee Diversity on the Customers’ Loyalty at Regional Development Bank. Finally, researcher recommended that Banks’ top management must take decision about increasing employee diversity in the bank as it helps to achieve organization goals and objectives, increase business profitability level & utilizing competitive advantagesItem The Influence of Sales Promotional Strategies of Savings Accounts Influence on Brand Loyalty in the Banking Industry.(Department of Marketing Management, University of Kelaniya, 2016) Weerasinghe, C.S.; Herath, Renuka.This research is mainly focus on to “investigate the extent to which sales promotional strategies of savings accounts influence on brand loyalty in the Banking Industry ". Although internationally there are plenty of studies on this area there's no sufficient empirical research carried out in Sri Lanka to investigate the relationship between promotional strategies of savings accounts and brand loyalty This is a quantitative study and based on both primary and secondary data. Primary data were calculated on survey method and the selected geographical areas were Kiribathgoda and Kelaniya. The Questioner was distributed among 150 respondents. The findings show that the influence of promotional mix elements practice in banking industry related with savings accounts was high for advertising, personal selling, sales promotion and digital marketing, while it was moderate too low for direct marketing, and publicItem The Impact of Corporate Governance on Financial Performance: Evidence from Sri Lankan Banking Industry(Department of Accountancy, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Perera, W.T.N.M.; Aruppala, W.D.N.Baking industry undertakes the critical and vital roles in the financial system; the well-being of the economy and the mechanism of the banking system interconnected. The concept of Corporate Governance has become conspicuous in conjunction with banking industry. Attention to Corporate Governance has quite a long history since the seminal paper on the subject of the “Principal – Agent Problem” by Meckling which argued that the Principal – Agent problem as a consequence of the separation of ownership and control. Over the last two decades; Sri Lankan economy has encountered substantial fluctuations from countless amalgamation with the global economy ((CBSL), 2013). In 1990 Sri Lanka has utilized the capital market reforms and adopted the Anglo American Structure of Corporate Governance (Edirisinghe, 2015). The regulatory requirements which affianced with the Corporate Governance in Sri Lanka; governed by the Banking Act No. 13 of 1988, Companies Act No. 07 of 2007, Codes of Best Practices and Regulations issued by the Institute of Chartered Accountants of Sri Lanka (ICASL) and Securities and Exchange Commission (SEC) of Sri Lanka. This research empirically examines the quality of Corporate Governance practices in Sri Lankan banking industry and their impact on banks’ financial performance in the context of an emerging market such as Sri Lanka. The study concludes that there is no equivalence in the disclosure of corporate governance practices made by banks in Sri Lanka. Nevertheless they all disclose their corporate governance practices, but what is disclosed does not conform to any particular standard. Furthermore this study conclude that a positive relationship exist between financial performance, number of board meetings and education level. Besides that the study conclude that a negative relationship exist between financial performance, board size, gender, outside directors and CEO duality.Item Intellectual Capital Disclosure Practices: Evidence from Banking Industry in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Almeida, H.V.; Weligamage, S.Intellectual capital (IC) is recognized as a strategic asset which gives competitive advantages by driving organizations for superior performance in the modern day knowledge-based economies. Traditionally, tangible assets have been considered as significant in the process of value creation, whilst, intangible assets have not been recognized as equally important. The IC, knowledge related intangible assets in its existence have become more important than physical assets during the last two decades. However, in developing nations there can be seen very less amount of IC studies that have been carried out in comparison to the developed nations. Having identified the usage of IC as a strategic asset in modern day business and recent developments in the field of knowledge-related intangible assets, the prospective value and at the same time importance of research on IC can be understood. Therefore, a study which is ground in other than the IC disclosures in the context of Sri Lanka is timely needed. The objectives of the study are to identify the reporting trend in IC disclosure practices in licensed commercial banks in Sri Lanka and to examine the differences in the disclosure of intellectual capital among licensed commercial banks in Sri Lanka over the period of 2010 to 2015. The study is based on data drawn from 25 listed licensed commercial banks in Sri Lanka in the period of 2010 and 2015 and collected from published annual reports of the licensed commercial banks. Content analysis method was adapted to analyze the data and recorded using the framework identified through literature.Item Marketing Promotional Efforts and Generating Positive Word-of-Mouth(Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Devendra, S.Banking industry as a part of service sector in all the world is now in a strong competitive situation. Using Positive Word of Mouth is one of the best tactic to accomplish competitive advantage and to sustain in the market. There is a requirement for generating positive word-of-mouth and an understanding the factors those are influencing on it. Therefore, this research is contributing to identify the main factor that is influencing on Generating Positive Word-Of-Mouth (GPWOM) in relation to banks selectively. To achieve the goal of this research, the data were collected from convenience sample of 200 banking customers in Colombo Divisional Secretariat Division. The respondents provided the data by means of a close-ended questionnaire. Pearson’s Correlation was used for testing the hypotheses. Data analysis was conducted using SPSS Software. The results of this research revealed that Promotional Efforts (PE) has positive significant relationship with GPWOM and PE has higher influence on GPWOM. This study provides outcomes that could be valuable to bank managers for strategic planning and to compete in the industry.