International Conference on Business and Information (ICBI)

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Impact of Corporate Social Responsibility on Organization Performance: Special Reference to the Commercial Bank PLC
(Faculty of Commerce and Management Studies, University of Kelaniya, 2015) de Silva, H.T.M.; Abeysekara, N.
Nowadays CSR is the most significant factor for the organization and it is directly affected to the performance of the organizations. CSR realize the responsibility of organization for related parties and this study aims to identify the impact of the CSR on organization performance with special reference to the Commercial Bank PLC. Additionally, this study is providing the theoretical base on CSR and organization performance and thereby analyze the relationship between CSR and organization performance. To achieve objectives of the study, quantitative approach has used with 92 respondents and the results are indicated that there is a significant correlation between CSR and organization performance and also CSR positively impact on the organization performance.
A Neuro-marketing Approach: Testing Contents for Digital Marketing Campaigns
(Faculty of Commerce and Management Studies, University of Kelaniya, 2021) Jayasinghe, W.S.; Abeysekara, N.
Whilst digital marketing is growing exponentially, the conversion rate stands significantly low compared to traditional marketing practices, as a result of engagement challenges in digital media. Customer Engagement (CE) is an important factor for business success and in the digital marketing sphere, content is the only way of curating engagement. Content generates stimuli and patterns in the human brain which can map using EEG and PET, which referrers to as Neuro-marketing. Support vector machine and k-nearest are machine learning algorithms used for encoding recorded images. Existing literature has discussed, employing consumer cocreation theory in conjunction with Neuro-marketing for CE research. Though it is a highly successful methodology, the cost of implementing is high and complicated. This empirical research aims to conceptualize a cost-effective model for content AB testing with deep insights.
Offsetting the green guilt or bargaining for cheapest: discourse of green consumption of develop and developing world customers
(University of Kelaniya, 2010) Hewawasam, B.; Abeysekara, N.
Green guilt in consumption or consider consumption as harmful to the environment became an increasingly acceptable concept among customers of developed world. Even within developing countries, green consumption dialogue is spread to considerable extent. But whether it reaches the acceptability of general consumer in developing part of the world is still a question. Researchers attempt to understand Asian consumers sensitive to environment in their consumption practice of air travel. Airline marketers all over the world understand customer’s green guilt and use it heavily in their promotions and communications. Carbon calculation and mitigation of the carbon emission by voluntary financial contribution of customers is a popular choice given by almost all the major airlines of developing as well as developed countries. Researchers attempt to explore the major discourses of green consumption among airline customers through such voluntary offsetting mechanism. Customer in-depth interviews are the data collection method using by researchers. Sample of ten airline passengers taken by using judgmental sampling technique were interview by researchers. Interview transcriptions analyzed using discourse analysis method in order to identify the main discourse/s of green consumption among developing country airline passengers. This research is significant by its pioneering effort of identifying the green consumption facets among developing country consumers and exploring the green consumerism discourse in relatively unexplored context of developing part of the world. Findings of this research is also helpful to identify how green guilt exists on different customer groups and identify how global phenomenon like green consumerism affected to different markets. This paper is not only having theoretical understanding of green consumption in different scenarios, it will be practically viewed on identify global solutions for environment sensitive areas.
Relationship marketing: customer commitment and trust as a strategy for corporate banking sector in Sri Lanka
(University of Kelaniya, 2010) Abeysekara, N.; Hewawasam, B.
Banking sector can be considered as main recipient in recent economic downturn. There is a need for better strategies in this sector. As a result of the continuing movement towards deregulation and the associated increase in competition, establishing a long-term institutional relationship with corporate clients becomes of great importance to the banks in order to gain a moderate or greater share of the financial market and of a corporation’s business. In effect, because the bank provides its corporate client with additional facilitating and supporting services, the demand for banking products and services by a partnership relationship client will be less sensitive to price than is the demand by a shortterm, non-relationship customer. This study examines the commitment-trust dimension of the relationship marketing paradigm in Sri Lankan’s corporate banking sector. Random sample method has been used with questionnaire. The findings show that the marketing strategy and a long-term marketing orientation were positively correlated with customer commitment and trust. And To continue to be successful in the corporate sector, banks must invest in the long-term relationship marketing activities.