Symposia & Conferences
Permanent URI for this communityhttp://repository.kln.ac.lk/handle/123456789/10216
Browse
2 results
Search Results
Item DEVELOPMENT AND EVAPORATION OF CUSTOMER LOYALTY: A NEW CONCEPTUAL MODEL.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Karunaratna, A.C.; Kumara P.A.P.S.Customer loyalty has become a strategic tool in the highly dynamic and competitive business context. Due to the magnitude of its impact, loyalty is treated as the new mantra for sustained growth and profitability of the business. Especially in the marketing context, customer loyalty has become the focal point of interest for marketing researchers and practitioners. Customer retention is vital for a firm because acquiring a new customer is far more expensive than keeping an existing one. In retaining customers, loyalty plays a vital role. Preserving a satisfied customer base is highly important for a company, because highly satisfied customers stay loyal longer, talks favourably about the company products and services, less pay attention on competing brands and especially less sensitive to prices and offers of competing brands. Customer loyalty has been addressed in different views in different contexts such as brand loyalty, vendor loyalty, service loyalty and store loyalty etc. Because of its higher weight, the concept of customer loyalty has drawn a greater attention in the modern marketing context. An extensive survey of literature was conducted to identify the major determinants of customer loyalty. Although scholars have examined the impact of the various determinants on customer loyalty, studies on how customer loyalty is developed and evaporated are limited. At the initial phase, it is studied how loyalty is developed and identified the factors of customer loyalty. In the second stage, it is studied how loyalty is evaporated and what factors will be affected on this behaviour.Item IS IT EASY TO CHANGE CORPORATE IMAGE - CASE STUDY OF THE LARGEST POLISH BANK PKO BP.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Szwajca, D.Building and maintaining the image of the bank as a stable and secure institution is a serious challenge for the contemporary banks. An even greater challenge is an attempt to change the previous, strongly embedded image in the consciousness of recipients. Such challenge was faced by PKO BP – the oldest Polish bank, by conducting an intensive image campaign in the years 2011- 2013. In the article there was an attempt made to identify the main determinants of the success of the campaign, the main purpose of which was to change the way of perceiving the bank. The case study approach was adopted and the following sources were used: bank documents published (including yearly reports, strategies for the years: 2010-2012 and 2013-2015), research results of the agency for market research available at the website, interviews with the managing director and marketing director of PKO BP, opinions and comments of PR, marketing and media specialists, results of own research and observation. Analysis of the PKO BP case study that effective change of image requires a coherent and integrated efforts simultaneously in three areas: development of corporate identity, marketing communication and operational activities in the field of customer service. This activities must be carried out systematically and consistently over the long term.