2nd-2017

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17332

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Author: search.filters.author.Patabendige, S.S.J.Has files: Yes

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    Sri Lankan Passenger’s Perception towards adoption on Social Media Marketing in Airline industry.
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Subasinghe, S.M.A.N.M.; Patabendige, S.S.J.
    The objectives of the study are to identify the level of Sri Lankan passenger’s perception towards adoption of social media marketing and to identify the most significant factor towards adoption of social media marketing of the airline industry in Sri Lanka. Influential factors were grouped into five variables, namely personal needs, tension release needs, active approach, passive approach and the perception towards adoption of social media marketing of the airline industry. Multiple linear regression was used in identifying the relationship between the influential factors and passenger’s perception towards adoption of social media marketing. The result showed, most of the respondent’s perceptions were related to Active approach and they have a strong positive relationship with perception towards adoption of social media marketing. They agreed social media marketing as a method of direct marketing and PR tool and also they agreed social media marketing as a method of accommodating their tension release need. According that, Sri Lankan passengers were adopted social media marketing, because of it is a solid direct marketing and PR tool (Active approach) and accommodate their tension release need when they are using it as a marketing tool in the airline industry. It is recommended that airlines should focus more on the strategies which will make an impact on these two influential factors in order to attract and retain passengers.
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    Investigation the Effect of Airline Service Quality on Passenger’s Satisfaction and Loyalty in Sri Lanka
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Gunathilaka, W.A.D.R.M.; Patabendige, S.S.J.
    The service sector has grown to be an integral part of Sri Lanka’s economy and aviation is yet another energetic industry which has immense potential due to the country’s strategic geographical location. Therefore, this thesis is to investigate the relationship between airline service quality, passenger satisfaction and passenger loyalty. This study identifies the main factors of airline service quality, passenger satisfaction and passenger loyalty and proposes a model examining the directional relationship among these three constructs. It is based on an empirical investigation of the data collected from 150 of passengers depicturing from Bandaranayke International Airport during November and December 2016. Correlation and regression techniques are used to investigate the relationships among the three constructs namely: service quality, passenger satisfaction and passenger loyalty. The key findings of the study indicate that there is a no positive relationship between Arline Facilities and Passenger’s Loyalty, there is a positive relationship between Airline Performance, Airline Staff Attitude and passenger’s Loyalty, passenger’s satisfaction and passenger’s Loyalty and overall service quality is highly related to both passenger satisfaction and loyalty. An approach to the identification of the dimensions of airline services based on the stages of providing services to passengers is introduced and a loyalty measure, covering both attitudinal and behavioral aspects, is developed and used to examine the applicability of loyalty level in determining segments in the air passenger industry.
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    The Effect of In-Store Promotion Tools On Purchase Intention of Sri Lankan Supermarket Consumers: With Special Reference to Western Province
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Ekanayaka, H.P.R.A.P.; Patabendige, S.S.J.
    With rapid changes in customer life style and shopping habits, supermarkets are becoming more popular among Sri Lankan customers. In a competitive nature of supermarket industry, the management of supermarkets practice in-store promotion tools with the purpose of winning this completion. So this research is conducted to investigate the relationship between in-store promotion tools on purchase intention. Sample was gathered from the each district of western province and convenience sample were used to select the sample. 150 respondents were selected from each district according to the population dispersion of the province. The researcher has used the SPSS data analyzing software to analyze gathered data. The research findings show two significant insights of the research. First, it has evaluated the consumers’ shopping behavior. Secondly, findings are shown while achieving the researcher’s main objective of investigating the relationship between in-store promotion tools and the customers purchase intention of Sri Lankan supermarket consumers. The findings indicated that all five in-store promotional tools show a significant relationship to purchase intention. The strongest relationship was shown by the product displays, the second was lighting while others were background music, sales promotions and the audio video broadcasting respectively