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 Exploring the Role of Personalized UX/UI in Driving Customer Loyalty: The Mediating Influence of Satisfaction and the Moderating Role of Culture in Sri Lankan E-Commerce(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Nawanjana, H. R. S.; Subasinghe, S. M. A. N. M.This study focuses on how consumer loyalty is affected by user experiences (UX) and personalized user interfaces (UI) in Sri Lanka's e-commerce sector. E-commerce is changing consumer behavior, especially in economies that are developing. It is important to understand how customized design features affect client retention. By investigating the moderating impact of cultural factors and the mediating function of customer satisfaction, this research aims to address important gaps in the literature. In order to offer insights into developing more captivating and loyalty driven e-commerce platforms, it examines the interaction between technical personalization and culturally appropriate design techniques. The nature of the research design is quantitative, and for that purpose, questionnaires were distributed among E-commerce users in the Colombo District. In this regard, the total sample size is 396, which is more than the minimum required of 385 at a confidence level of 95% and margin of error of 5%. The sampling followed will be simple random sampling to make the sample representative and reduce bias. Data analysis was performed in SPSS using a number of techniques: correlation analysis to investigate relationships between variables, regression analysis to estimate direct and combined effects, and mediation/moderation analysis to investigate the role of customer satisfaction and cultural considerations. Reliability and validity of measures were confirmed using Cronbach's Alpha and factor analysis, respectively. The findings indicate a positive, robust relationship between personalized UX, UI design and customer loyalty, with customer satisfaction playing a major mediating role. This aspect of personalization was translated into features which had to be considered in design phase, such as intuitive navigation, culturally aligned design elements, tailored recommendations, etc. All of these were bolstered by user satisfaction which in turn encouraged loyalty. In addition, culture was a significant moderating factor affecting responses to personalized UX, UI across demographic groups. These findings highlight the need for E-commerce platforms to customize their designs to accommodate the cultural and social preferences of their target audiences. A few limitations in this study have to be acknowledged. First, the geographical limitation of this study to the Colombo district alone restricts generalizing findings to other regions of Sri Lanka, given the existing different economic and cultural dynamics in those areas. Second, reliance on self reported survey data introduces biases associated with social desirability and recall inaccuracies. Lastly, the study's scope was limited to customer satisfaction and cultural considerations, and thus other potential moderating factors include technological literacy and economic status, which were left for future exploration. Addressing these limitations in subsequent research can enhance the comprehensiveness of the findings. Implications are both theoretical and practical. Theoretically, this adds to the body of increasing literature in e-commerce personalization about how UX, UI design and cultural consideration play a dual role in shaping customer loyalty. Practically, actionable insights are given for e-commerce practitioners operating in Sri Lanka and other similar markets. It is done by a culturally sensitive design strategy and personalized UX and UI elements. This, in turn, goes on to help build long-term loyalty in customers. The study further outlines that continuous improvement and user feedback mechanisms should be used to fine-tune design elements through changing consumer needs. In this relationship, future research may involve extending the geographical scope by including rural and suburban areas to get a broader insight into E-commerce user behavior in Sri Lanka. They could also delve into what extent emerging technologies, like artificial intelligence and machine learning, are being used for further personalization of UX and UI designs. Comparisons with other developing markets also add depth to the overall generalizability of findings globally.Item THE EFFECTIVENESS OF RELATIONAL BONDS ON CUSTOMER LOYALTY MEDIATED WITH CUSTOMER SATISFACTION: TELECOMMUNICATION INDUSTRY, BATTICALOA(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Ragel, V.R.; Newton, S.Customer loyalty is considered to be a key component in enhancing the survival of businesses, especially in the situations faced by highly competitive industries. Therefore, Tele communication service providers should be conscious of the factors affecting customer loyalty in building strong relationships. This paper aimed to investigate the effectiveness of relational bonds on customer loyalty with the mediation of customer satisfaction among mobile telecommunication service providers. The objective is to identify the level, relationship and impact of relational bond on customer satisfaction and loyalty. Further, examines the mediating role of satisfaction between relational bond and customer loyalty. Data were obtained from the sample of 200 customersin Batticaloa based on stratified random sampling. The results revealed that relational bonds significantly impacted on loyalty and satisfaction and also relational bonds impacted on customer loyalty significantly through customer satisfaction. Therefore, it is reasonable to conclude that customer loyalty can be created, reinforced and retained by developing strong relational bonds between customers and service providers which could lead to customer satisfaction and that in turn to customer loyalty.Item How far Marketing Strategies followed by the Supermarkets will Impact on a Consumer to be loyal for a specific Super Market chain in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Jayasinghe, B.D.; Perera, G.N.R.The purpose of the research is to examine the effectiveness of marketing strategies of modern trade and their level of impact on customer loyalty towards supermarket chains in Sri Lanka. For the selected sample, which is from Colombo, Gampaha and Kelaniya areas, 100 questionnaires were distributed both in online and offline and the results gathered from responses were analysed in order to get a meaningful conclusion. To accomplish this, a conceptual framework was designed and relationships among its’ constructs (Above the line advertising, sales promotions, service quality and visual merchandizing) were hypothesized. The hypotheses were tested based on the identified marketing strategies which are above the line advertising, sales promotions, service quality and visual merchandizing in relation to the customer loyalty in supermarkets. Some of the variables are having moderate relationships while some are having strong relationships with customer loyalty. Hypotheses were tested using structural equation modelling and subgroup correlation analysis in SPSS.Item Impact of Credit Card Service Quality for Customer Loyalty(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Senarathne, G.H.H.S.; Patabandige, S.S.J.Banks are trying to win customer loyalty by providing better quality services. This study examines the relationship of service quality with customer loyalty in banking sector specially credit card industry. In this research findings are elaborate the hypothesis of relationship between customer loyalty with the reliability, responsiveness, assurance, empathy and tangibility. In this study the data was collected from selected 90 credit card holders who live in Gampaha district. The structured questionnaire was used to collect data. Service quality was assessed by using five dimensions of tangibility, Reliability, Responsiveness, Assurance and Empathy. Customer loyalty was analyzed using repeat purchase behavior, price sensitivity and word of mouth. The data obtained from the questionnaires were analyzed using the percentage distribution, mean, Pearson Correlation Coefficient and Regression analysis methods. The sample size is limited only to 90 respondents who have credit cards in HSBC, Samapth Bank, NTB. So selected sample not representing the customers in the whole country. Result of the study depends on limited sample. That limitations are respond carelessly and time is also a limited factor. And also there were limitations such as communication barriers, limited questions were consider to conduct this research.Item The Impact of Switching Barrier on Customer Loyalty in Telecommunication Industry.(Department of Marketing Management, University of Kelaniya, 2017) Hathurusinghe, S.M.; Kumara, W.D.In last few years the telecommunication market has witnessed a substantial growth and rapid changes globally as well as domestically. After this revolution people have highly engaged with telecommunication services. So it has been created a high competition in telecommunication market However, the service providers have to consider about the building up customer loyalty in competitive Sri Lankan market. So the operators can pay their attention towards the switching barrier as a customer loyalty building factor. In is connection, this study aims to measure the impact of switching barrier on customer loyalty. A new conceptual model of customer loyalty in telecommunication industry is developed using seven dimensions as the factors relate to switching barrier which can be made impact on customer loyalty. Those are Loss cost, Adoption cost, Move in cost, alternative attraction, Interpersonal relationship, Social Ties & Value Congruency. Researcher has used a descriptive research design for this research and it has been used random sampling method to gather data from 100 respondents. The questionnaires were distributed among them and the results were analyzed based upon the proposed research questions and hypotheses, and finally the conclusions and implications were made. The results indicate that all the factors are related to the positive impact on customer loyaltyItem Factors Affecting Customer Loyalty Towards Licensed Commercial Banks in Sri Lanka : (With Special Reference to Colombo District).(Department of Marketing Management, University of Kelaniya, 2016) Gunasekara, P.U.; Fernando, P.M.P.Customer Loyalty has been identified as a significant dimension in the achievement of competitive edge in services sectors. Loyalty can increase overall business value for the firm giving it the opportunity of decreasing serving costs for customers. The financial sector in Sri Lanka has a number of licensed commercial banks which further increases the competition and complexity among the banks. Analyzed closely it is evident that there are only slight differences which are existing in different financial services across companies and due to this reason, many banks have initiated a variety of activities to improve customer loyalty. The purpose of the study is to establish the factors affecting customer loyalty in the banking sector with special reference to the Licensed Commercial Banks in the Colombo District. The literature review contributed to identify six factors leading into customer loyalty, i.e. customer value, switching cost, reputation, habit, trust and service quality. The sub objectives of the research looked into analyzing the effect of each factor on building customer loyalty towards licensed commercial banks in Sri Lanka. The primary data collection was done using a self-administrated questionnaire from 150 banking customers, selected using cluster sampling method and convenience sampling method. The study revealed that all six factors are positively affecting towards building customer loyalty in the banking sector. Further the trust, service quality and reputation are generating the highest correlation with the dependent variable customer loyalty.Item Relationship between Corporate Social Responsibilities and Customer Purchase Intention in North-Western Province, Sri Lanka(Department of Accountancy, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Koshila, T.G.S.; Aruppala, W.D.N.In the competitive business world, the organizations have found that it is very difficult to survive. For this purpose they use various strategies where Corporate Social Responsibility takes considerable place in this regard. The emergence principles of sustainable development have an important impact on the concept of Corporate Social Responsibility. This study considered about the impact of corporate social responsibility practices which are undertaken by the companies on the customers’ purchasing intentions. The data was collected from North-Western province, Sri Lanka. According to the literature findings, corporate social responsibility is identified under four variables which are economic responsibilities, legal responsibilities, ethical responsibilities and philanthropic responsibilities. Customer purchasing intention is considered under three variables, customer satisfaction, customer loyalty and customer trust. The sample was taken as the 400 of customers in North-Western province, Sri Lanka and data was collected via structured questionnaire. The study have identified that there is a moderate and positive effect of overall corporate social responsibility practices on overall customer purchase intentions. Finally suggestions were given to enhance the reliability of study through identifying limitations and suggestions will helpful for decision makers to gain competitive advantage over their rivals. Finally it has identified further research areas the study can be developed.Item The influence of service quality on customer loyalty in telecommunication Industry Sri Lanka(Department of Accountancy, University of Kelaniya, 2015) Chathurika, H.A.M.The main objective for the study is to assess how the customer satisfaction influences the customer loyalty. Services are rapidly growing into a major contributor to the Sri Lankan as well as the world economy, providing an ever increasing proportion to their GDPs. In this no exaggeration, then to say, that will be the key to long term economic success. As such as, it is essential stage to study why customers switch service providers The purpose of this study is to find out why customers switch producers in telecommunication industry in Sri Lanka. The objective of this study is to find out how the variable service quality will leads on customers switching. Telecommunication industry is one of the fastest growing sectors in Sri Lankan Service industry. There are Five major industries available in targeted areas. Primary data will be hope to collected from the customers through well designed questionnaires. Also focus group discussion and some of interview take placed to justify the findings. Targeted area is Gampaha district and sample size is 300 questionnaires. Interview and focus group discussion have taken place to find out the influences on purchasing. Hypothesis has formed as perceived higher level of service quality negatively correlated switching behavior. Collected data will be analyzed by quantitative techniques and MS excel sheet used to interpretation.