Symposia & Conferences
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Item Customer Readiness and Adoption Potential of Fintech in Sri Lanka: An Empirical Investigation Using Online Platform(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Weerasinghe, K.G.; Hettiarachchi, T.R.; de Zoysa, R.P.S.; Kethmi, G.A.P.This study investigates the readiness of Sri Lankans to adopt fintech and explores its adoption potential. The research uses demography, financial health, financial literacy, e-readiness, mental preparedness, and overall sentiment toward fintech as independent variables, with Customer Fintech Usage (CFU) as the dependent variable. The objectives were to assess the relationships between these factors and fintech usage and to build an index representing fintech readiness. Data were gathered through a structured questionnaire from a sample of 396 respondents across all nine provinces of Sri Lanka, derived from an internet user population of 1,458,000 as of January 2023. Regression analysis revealed that while demographics and mental preparedness did not show significant relationships with fintech usage, financial health, financial literacy, e-readiness, and overall sentiment positively influenced CFU. The model accounts for 42.14% of the variability in fintech usage (R-squared = 0.4214). Additionally, the findings indicate that a Customer Fintech Readiness Index can be constructed based on the supported relationships. The findings indicate that although Sri Lanka’s current fintech readiness is relatively low, there is strong potential for growth in the future as these factors continue to evolve.Item THE ELECTRONIC WORD OF MOUTH AND CUSTOMER RETENTION AT RETAIL STORES IN JAFFNA MARKET.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Suganya, A.; Mary Theresha, S.; Queenmary Figurado, X.M.; Glodiya Fernando, N.I.; Lathursha, S.; Sinduja, K.; Shivany, S.Nowadays people mostly access social media therefore they get information regarding goods and service through e-WOM . E-WOM can be found in several different typologies known as one-to-one communication ,one-to-many communication(websites) or many-to-many communication .Lack of Research Work on the topic of how Electronic Word of Mouth (E-WOM) has impact on customer retention made a gap for the research. Many researchers studied the influencing variable of customer retention in retail sector in other countries. Jaffna market, an developing retail plat-form needs the kind of research for strategic implication on technology application for E-WOM therefore, this research tries to make a link with E-WOM and customer retention. A frame work was developed based on extensive review of Literature with two variables E-WOM and customer retention. a structured questionnaire was distributed among 100 customers who engaged with E-WOM in Jaffna retail market. The findings show that E-WOM has a significant positive impact on customer retention. There is a positive significant impact on customer retention on E-WOM. Findings clearly indicate that is imperative for retail sector to enhance customer retention. This due to growth of information Technology, instant popularity of websites such as face book, Twitter, Youtube and Wikipedia which have given liberty to customers in spreading there feedback quickly and conveniently.Item THE BEGINNING OF MARKETING TO INDIVIDUALS WILL NOT THE END OF MASS MARKETING(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Ekanayake, E.A.Mass marketing (MM) is an attempt to attract whole market with one basic marketing strategy utilizing mass distribution and mass media. With marketers increasingly adopting exceeding refined market segmentation schemes fueled by the internet and other customization efforts some claim MM is dead. But we are surrounded by mass market firms, multinationals aiming to maximize profits, market share and economies of scale by producing and selling huge quantities. There is marketing myth as targeted marketing is the smart, modern way to market. Consumers can split in to nonbuyers, light, medium, and heavy buyers and most consumers are light buyers while diminutive percentage is heavy buyers. Companies should MM to non- and light buyers. Companies like Ford, Microsoft, Macdonald and Coca-Cola achieve market saturation by using developing product width and depth from ranges of products aimed at targeting large proportion of the market. The success of MM is contingent on the probability within the huge audience exposed to the marketing strategy. Heavy advertising, development and market research costs, Establish and keep brands in public eye and fierce Competition are disadvantages of MM while Maximizes income, Decline of one sector likely to compensated by growth in other sectors, Reduction in average costs through economies of scale, Allows Brands to use their full value are overtaken advantages. MM is more effective than targeted marketing. Light buyers heavily dominate brands’ consumer bases, so targeting them will provide the greatest penetration and Brand growth lies in increasing market penetration.Item Impact of Service Quality towards Brand Image with Special Reference to Youth Segment in Sri Lankan Mobile Service Providers(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Adasooriya, A.M.S.S.; Herath, H.M.R.P.Mobile industry in Sri Lanka is getting saturated on daily basis but the consumers’ expectations and perceptions towards service is also increasing frequently. Hence, service providers are facing many challenges and issues to satisfy the consumers and obtain competitive advantage. Therefore, service quality has been a focus area for all the service providers to achieve differentiation and hence improve the brand image as a customer caring brand. Taken this situation into consideration, this research targets mainly to measure the Impact of service quality towards brand image with special reference to youth segment in Sri Lankan mobile service providers. Conceptual model was developed based on a comprehensive literature review and hypotheses were tested using SPSS package. Data were collected through survey method from a sample of 100 mobile Telecommunication users on the convenience base.The findings of the study show that tangibility, reliability, responsiveness and empathy and in overall service quality have a critical impact on building brand image among the youth segment in Sri Lankan mobile Telecommunication market.Item Customer acceptance of internet banking in Sri Lanka(Department of Accountancy, University of Kelaniya, 2015) Perera, T.M.A growing phenomenon in financial services is the use of the internet as a channel for financial services. The internet bank usage might however not be easy for the consumers. Internet banking services have a relative advantage over brick-and-mortar banks in terms of “timeliness and accuracy of information flow” that minimizes the information latency in an intense decision-making environment. (Kesharwani & Bisht, 2011). The internet bank usage might however not be easy for the consumers. Consumers’ use of internet banking requires acceptance of the technology, which can be complicated because it involves the changing of behavioural patterns (Nilsson, Kerem, & Eriksson, 2004). Internet banking (IB) has been perceived as a potentially feasible alternative distribution channel, due to increasing computer literacy, deregulation in the financial sector, the rapid diffusion of electronic commerce, changing customer demands for innovative financial products (services), and strong commitments to reduce operating costs and create customer convenience (Celik, 2008). The purpose this research is to observe whether technology acceptance of internet banking in Sri Lanka. The sample for this research will obtained from the Sri Lankan commercial banks. The objective of this research is to findout the relationship between customer acceptance & internet banking