Browsing by Author "Shameem, A.L.M.A."

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Influence of 'Seven Ps' on Customer Satisfaction in Hotel Industry in Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Shameem, A.L.M.A.
This study aims to find out the influence of seven Ps’ on customer satisfaction in hotel industry in Sri Lanka. The hotels and tourism business has been developing with the world fashionable sector, and various kinds of marketing applications and practices are used to attract tourists in this particular industry. It is the largest and fastest growing business sector in Sri Lanka. Further the post war scenario, the hotel and tourism industry has strongly taken major role to contribute to the service industry of Sri Lanka. The place Pasikuda and Arugam Bay have become a famous tourist destination with the history of Sri Lanka. A methodical literature review was done in order to identify the variables for the conceptual framework of the study. For this study Pasikuda and Arugam Bay geographical areas were selected as a sample to represent the whole population in hotels in the East part of Sri Lanka, because these are major tourist destination in Eastern Province. This study used mixed methods research that combines both qualitative and quantitative research methods. The study findings strongly support the argument that the strategic marketing practices should be implemented holistically. According to the analysis, it is possible to conclude that six independent variables such as product, price, place, promotion, people, and process all have positive effect and direct relationship to customer satisfaction in hotel industry while physical evidence has a negative effect and direct relationship to customer satisfaction.
Marketing Chain Analysis of Rice Production in Ampara District, Eastern Part of Sri Lanka
(Faculty of Graduate Studies, University of Kelaniya, Sri Lanka, 2016) Shameem, A.L.M.A.
This study was initiated to examine the rice marketing chain system in Ampara district of Eastern province which is most famous geographical point for rice production in Sri Lanka. The objectives of this study were to analyse the structure of marketing chain, to examine the channel members in this chain, to understand the determinants of rice supply, to find out the major constraints in marketing the rice in this region. The data were collected through interviews from 42 famers, 15 millers, 10 business community, and 06 middle men by using selfadministrated questionnaire and checklists. This was enhanced by several secondary data such as published materials. The results obtained from this analysis indicates that educational level and experiences in rice business of farmers, millers, business community, price and profit of rice and seasonal variety of rice, quantity and quality of rice were found to be the most important variable which were designed the marketing chain of the rice market in Sri Lanka. The main marketing determinates of rice marketing were famers, business community, millers, and middle man. However, few rice producers are channeled or distributed to household consumers as direct selling small medium entrepreneurs. Further rice marketing price and profit performance also measured with the past ten years’ price and profit data through the interviews of marketing channels. In addition to these findings, this study has found that several businessrelated issues such as maintaining low cost production methodology, chemical free production, lack of modern technology, and value adding methods targeting export and local business, etc. This study will help to policy decision makers of this rice business sector.