Browsing by Author "Nalanda, W. W. C."

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    Investigating the Mediating Effect of Emotional Branding on the Relationship Between Customer Shopping Experience and Customer Loyalty: A Study on Modern Trade in the Western Province, Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Nalanda, W. W. C.; Bandara, B. S. S. U.
    This study examines the mediating role of emotional branding in the relationship between customer shopping experience and customer loyalty in Sri Lanka’s modern trade sector, specifically within the Western Province. While existing literature highlights the significance of customer shopping experience and emotional branding, limited research explores their combined influence on customer loyalty in this context. Addressing this gap, the study investigates how emotional branding transforms shopping experiences into long-term customer loyalty, particularly considering factors such as staff behavior, store ambiance, and brand interactions. The findings contribute to retail marketing literature and offer practical insights for businesses aiming to build emotional connections, enhance customer satisfaction, and sustain competitive advantage in Sri Lanka’s evolving retail sector. A quantitative research approach was adopted using a deductive methodology. Data were collected through a Google Survey distributed via social media platforms (WhatsApp, LinkedIn Messenger) targeting customers in the modern trade sector within the Western Province of Sri Lanka. A total of 400 responses were gathered, of which 385 were valid and analyzed. The study employed IBM SPSS Statistics 23 for data analysis, utilizing descriptive statistics, multiple regression analysis, and Sobel mediation tests to assess relationships among key variables and test research hypotheses. This structured approach ensured statistical rigor and provided valuable insights into the mediating effect of emotional branding on customer shopping experience and loyalty. Findings reveal a strong positive relationship among the examined variables. Enhanced customer shopping experiences significantly contribute to customer loyalty, while emotional branding plays a crucial role in strengthening this relationship by fostering deeper emotional connections with customers. Moreover, mediation analysis confirmed that emotional branding significantly mediates the impact of customer shopping experience on customer loyalty, reinforcing its critical role in driving repeat patronage. These results highlight the importance of sensory-rich retail environments, personalized services, and strategic emotional branding in influencing consumer behavior. The findings further validate prior research, emphasizing the power of emotional connections in cultivating long-term customer relationships. However, this study is limited to the modern trade sector within the Western Province of Sri Lanka, restricting generalizability to other geographical locations and alternative retail formats (e.g., traditional trade and e-commerce). Additionally, convenience sampling may introduce biases, potentially affecting the representativeness of the data. Although the sample size is statistically adequate, self-reported data may be subject to response biases. The study offers theoretical contributions by reinforcing the role of emotional branding in fostering customer loyalty through emotional engagement. Practically, it underscores the importance of embedding emotional branding into a retailer’s identity, aligning emotional values with customer expectations, and creating immersive shopping experiences. Key managerial insights suggest that retailers should focus on multi-sensory experiences, data-driven personalization, and consistent omnichannel strategies to enhance emotional engagement. Furthermore, training employees in emotional intelligence and empathy is crucial for delivering emotionally impactful interactions with customers, ultimately enhancing shopping experiences and driving long-term loyalty.