7th-2022

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/27980

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Impact of Loyalty Program Benefits on Brand Loyalty: with Special Reference to Dialog Axiata Company in Colombo District
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Kolabage, D. R. N.; Bandara, B. S. S. U.
In contemporary society, loyalty programs are considered a crucial variable in establishing customer relationships. Firms place significant importance on loyalty programs. This article investigates the perceived benefits of loyalty programs using a multi-benefits framework encompassing utilitarian, hedonic, and symbolic benefits. The objective of this article is to examine the impact of loyalty program benefits on brand loyalty and to assess the extent to which these benefits influence brand loyalty. Additionally, it aims to identify significant differences in brand loyalty based on usage duration. The Sri Lankan mobile communications industry, known for providing consistent service to customers, has lower customer switching costs compared to other industries. Dialog, the industry leader in mobile communications, serves as the research context. The study population included all Dialog mobile connection users in the Colombo district, and a convenience sampling approach was employed. Data was collected via a questionnaire distributed within the Colombo district and analyzed using SPSS. One-way ANOVA was utilized to identify significant differences concerning usage duration, while co-efficiency was used to determine brand loyalty. The findings demonstrated a substantial relationship between loyalty program benefits and brand loyalty. Symbolic benefits exhibited a strong positive impact on brand loyalty, whereas utilitarian and hedonic benefits showed a moderate positive impact. Additionally, no significant differences were found in brand loyalty based on usage duration. These insights can be utilized by businesses as a marketing strategy when implementing or modifying loyalty programs.
Impact of the Attitude towards Traffic Light Signposting Labels (TLL) and Health Consciousness on Customer Purchase Intention of Sugar Sweetened Beverages (SSB) in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Prabodhani, W. S.; Wijenayake, S. I.
In Sri Lanka, diabetes has emerged as a significant health issue, affecting 9.8% of adults. According to data published by the WHO in 2020, diabetes results in approximately 12,460 deaths annually. Sugar-sweetened beverages (SSBs) are identified as major contributors to high-sugar diets, with 26.5% of children consuming carbonated beverages one or more times per day. In response to these concerns, the Ministry of Health and Indigenous Medicine implemented a Color Coding System to indicate whether the sugar content in soft drinks is high, moderate, or low. This research aimed to evaluate the performance, effectiveness, and impact of these regulations on consumers' consumption of sugar-sweetened beverages. The Theory of Reasoned Action (TRA) framework was utilized to assess attitudes and behaviors. A quantitative approach was employed, involving data collection from 384 respondents through self-administered structured questionnaires distributed online. The findings reveal a significant positive impact of Health Attitude and Label Attitude on the purchase intention of low sugar-sweetened beverages. However, Label Attitude alone did not significantly impact Purchase Intention, indicating that these two variables are independent. The study includes a detailed discussion of the results in relation to existing literature and outlines the managerial implications of the findings.
The Impact of Consumer Brand Relationship on Brand Evangelism: Examining the Moderating Effect of Brand Loyalty with Special Reference to the Mobile Telecommunication Service Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Adikari, A. A. N. M.; Dissanayake, D. M. R.
In response to the research gaps identified within the telecommunication sector, this research paper aims to analyze the impact of consumer-brand relationships on customer brand evangelism. The study examines how Brand Loyalty acts as a moderating factor between the dependent and independent variables. An integrative model was developed based on a review of the literature and tested using data collected from 378 respondents residing in the Western Province of Sri Lanka through an online survey. Data analysis was conducted using the Statistical Package for Social Sciences (SPSS) version 25. The findings reveal a positive and significant impact of Consumer-Brand Relationships on Brand Evangelism, with the exception of brand salience. Additionally, Brand Loyalty was found to moderate the relationship between Consumer-Brand Relationships and Brand Evangelism, demonstrating positive and significant effects. These findings enhance the understanding of the value-enhancing potential of mobile telecommunication services, address existing gaps, and illustrate how customer Brand Loyalty influences brand evangelism.
Factors Affecting on Adoption of E- Banking Services in Sri Lanka with Special Reference to the Commercial Banking Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Kumara, R. D. I. S.; Dissanayake, D. M. R.
This study examines the influence of perceived behavioral control, subjective norms, perceived usefulness, and perceived ease of use on the adoption of e-banking in the Sri Lankan commercial banking industry. The sample comprised individuals who use commercial banks' e-banking services. Initially, 500 questionnaires were distributed, with 385 appropriately completed responses utilized for the final data analysis. The investigation employed a theoretical framework based on the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) to explore the factors influencing the adoption of e-banking services and their effects. Hypotheses were tested using correlation analysis, multiple regression analysis employing a hierarchical approach, and diagnostic tests for outliers, residuals, and influential cases. Additional statistical tests, including trend analysis and contrast tests of ANOVA, were conducted to analyze demographic characteristics, particularly focusing on respondents' income levels. The study validated four primary hypotheses, demonstrating significant correlations between e-banking adoption and perceived usefulness, subjective norms, perceived behavioral control, and perceived ease of use. It was also found that variations exist in e-banking adoption concerning several demographic factors. Limitations of the study include time constraints and a restricted sample selection. However, the novelty of the research lies in the extension of TAM and TPB within the context of the current research setting.
The Impact of Store Atmosphere on Consumer Purchase Intention: Moderating Effect of Gender with Special Reference to ARPICO Super Centers in Colombo District
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Gayathri, D. P.; Wanninayake, W. M. C. B.
The purpose of this research is to investigate the impact of store atmosphere on customer purchase intention at ARPICO Super Centers located in the Colombo district and to examine how gender, as a demographic variable, moderates the relationship between store atmosphere and customer purchase intention. Three dimensions of store atmosphere display layout, color and lighting, and cleanliness—have been identified as contributing factors. Purchase intention is considered the dependent variable in this study. The research examines the relationship between these atmospheric properties and consumer purchase intention within the given context. A quantitative research design was utilized, with the conceptual framework developed based on relevant literature. Primary data were collected through a sample survey conducted among 385 respondents in the Colombo district using an online survey. Data were gathered via a convenience sampling method. Hypotheses were tested using regression analysis with the aid of SPSS statistics software. The study's findings reveal positive and significant effects of store atmosphere on purchase intention at ARPICO Super Centers in the Colombo district. Additionally, the analysis indicates an insignificant moderating impact of gender on the relationship between store atmosphere and customer purchase intention. The overall conclusion is that store atmosphere significantly impacts customer purchase intention at ARPICO Super Centers in Colombo, and it is recommended that managers develop a creative store atmosphere to attract more customers.
The Impact of Advertising Appeals on Purchasing Intention with Special Reference to Social Media Advertisements of Mobile Data Packages in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Vimukthi, U. Sahan; Herath, H. M. R. P.
In today's highly competitive business environment, marketers heavily rely on advertising to maintain a competitive edge. The mobile data service market in Sri Lanka is a sector where market players predominantly compete through advertising. The selection of the most suitable advertising appeal is crucial when designing and executing advertisements, as inducing purchase intention is a primary objective. Thus, this study aims to investigate the impact of social media advertising on purchase intention within the mobile data market in Sri Lanka. This research focuses on quantitative data, with a sample of 384 respondents selected on a convenience basis. The sample comprised Sri Lankan mobile data package users or potential users residing in the Western Province, primarily between the ages of 18 and 35. Primary data were collected using a well-structured questionnaire and analyzed with SPSS 26. Factor analysis was employed to assess the reliability and validity of the study, while regression analysis was used to evaluate the impact and significance of various advertising appeals on purchase intention. The findings indicate that both rational and emotional appeals significantly influence purchase intention. However, it was found that rational appeal has a substantially greater positive impact on purchase intention compared to emotional appeal in the context of mobile data package advertising in Sri Lanka.
Impact of Influencer Marketing on Consumer Purchase Decisions of Sri Lankan Domestic Tourists in Adventure Tourism: Mediation Effect of User Attitude
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Yasoda, J. A. H.; Medis, L. A. P.
The majority of content creators, bloggers, celebrities, and travellers utilize social media to share and disseminate their travel experiences with their communities. Consequently, the primary objective of this research study is to ascertain how influencer marketing impacts the sale of services in Sri Lanka's adventure tourism industry by proposing and testing a developed conceptual model. The Source Credibility Model serves as the theoretical framework for this study. Source credibility is treated as an independent variable, encompassing three dimensions: attractiveness, expertise, and trustworthiness. In this study, purchase intention is the dependent variable. Data were collected from 309 respondents via an online questionnaire, and responses were measured on a five-point Likert scale. The analysis, conducted using the Statistical Package for the Social Sciences (SPSS), revealed that purchase intention is more strongly positively related to attractiveness than to trustworthiness and expertise. The mediating effects of customer attitude were also identified. The study further examines implications, limitations, and suggestions for future research.
The Impact of Green Marketing Mix on Customer Purchase Intention in the Colombo and Gampaha District of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Alawattegama, N. N. K.; Weerasiri, R. A. S.
This study aims to investigate the influence of the green marketing mix on consumers' intentions to purchase fast-moving consumer goods (FMCG) and to examine the role of gender in moderating the relationship between the green marketing mix and consumer purchase intentions. The focus of this article is on the elements of green marketing and their impact on consumers' propensity to make purchases. The study seeks to identify which factors: green product, green place, green pricing, and green promotion are most strongly associated with "green purchasing intention." Gender was employed as a moderator to assess how the green marketing mix affects consumers' willingness to spend. A structured questionnaire was administered to 150 shoppers at supermarkets in the Colombo and Gampaha districts, using a convenience sampling method. The quantitative data were analyzed using SPSS. A review of the literature indicates a gap in the thorough examination of the impact of the green marketing mix on customer purchase intentions in the Colombo and Gampaha districts of Sri Lanka. This study aims to address this gap. The findings are expected to benefit researchers interested in green consumer behavior and may assist business executives in planning environmentally conscious marketing strategies. Additionally, policymakers may find the study's results and recommendations useful for enhancing environmental protection and related policies. The research suggests, based on existing literature, that a marketing strategy emphasizing environmental sustainability can significantly influence consumers' propensity to make purchases.
The Impact of Facebook Electronic Word of Mouth on Consumers’ Purchase Intention: with Special Reference of Fashion Apparel Brand Pages in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Bandara, W. M. C. D.; Thilina, D. K.
The largest social networking site, Facebook, with over 2.85 billion users, is the focus of this study, which investigates the impact of Facebook electronic word of mouth (eWOM) on consumer purchase intentions regarding fashion apparel brands in Sri Lanka. The study employed a quantitative approach, converting data into numerical forms for statistical analysis. Four objectives related to the dimensions of eWOM were addressed through multiple regression analysis to test the research hypotheses. Data were collected using a structured online questionnaire from a sample of 200 respondents who had liked at least one fashion apparel brand page on Facebook, employing a non-probability sampling technique. Secondary data were obtained from published research, related articles, and journals. Descriptive analysis was performed to summarize the data meaningfully, and a multicollinearity test was conducted to examine intercorrelations among independent variables. Data analysis was carried out using Statistical Package for Social Science (SPSS) version 25.0. The study suggests further examination of how Facebook brand pages impact consumers' purchase intentions.
The Influence of Social Media Information Sharing on Green Fashion Purchase Intention in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Wickramarathne, N. O.; Patabendige, S. S. J.
The trend of "Going Green" in fashion has gained considerable popularity, with consumer interest in environmentally friendly and sustainably sourced fashion being significantly influenced by social media content. This paper aims to explore the impact of social media information sharing on green purchasing intentions, focusing on the psychological factors influencing consumer behavior. The study is based on Ajzen’s (1991) Theory of Planned Behavior (TPB), which posits that behavioral intention is influenced by attitudes (personal feelings towards a behavior), subjective norms (perceptions of others' opinions), and perceived behavioral control (one's ability to perform the behavior). The research examines the relationship between social media information and these three TPB factors, and their mediating role in green purchasing intentions. A survey-based approach was employed, utilizing online questionnaires distributed via a convenience sampling method to a tech-savvy and fashion-conscious demographic aged 20 to 39 in the Western Province of Sri Lanka. Of the 300 responses collected, data were analyzed using correlation and regression techniques with SPSS 26 software. The findings underscore the significant role of social media information sharing in shaping consumers' attitudes, subjective norms, and perceived behavioral control, all of which act as antecedents to green fashion purchasing intentions. However, the study reveals that the impact of social media information sharing on green purchasing intentions in the Sri Lankan fashion industry is positive but weak. This suggests that the industry should enhance its use of social media to more effectively influence psychological factors, such as attitudes towards green products, to better promote green fashion.
Impact of Online Customer Reviews on Purchase Intension with Special Reference to Sri Lankan Tour Packages
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Herath, H. M. S. A. N.; Herath, H. M. R. P.
In today’s constantly connected world, dominated by mobile device usage, social media, and online review sites, traditional word-of-mouth has been supplanted by digital platforms. Previously, businesses relied heavily on word-of-mouth to generate traffic and business. Nowadays, online reviews, whether positive, negative, or lacking, can significantly influence a business's success. Understanding the impact of these reviews on business reputation is crucial. A positive reputation remains a powerful marketing tool, essential for attracting new customers. Companies can leverage information from various websites, including booking.com, agoda.com, and other rating and review platforms, to address customer concerns and complaints. This study examines how consumers are influenced by their own and others' customer care experiences when selecting brands or companies for purchases. Due to challenges in information gathering, a convenience sampling technique was used to select a sample, which aimed to reduce selection errors and accurately represent the population. The sample comprised 100 respondents who had booked Sri Lankan tour packages. Primary data were collected via a structured questionnaire distributed online to respondents in the Central and Uva Provinces. The study tested four independent variables: source credibility, timeliness, valence of reviews, and length of reviews. All alternative hypotheses were accepted, demonstrating a positive impact of these variables on purchase intention. Correlation and regression analyses were conducted to evaluate these impacts.
Impact of Celebrity Endorsement on Consumer Purchasing Behavior in Sri Lankan Cosmetic Industry Specifically Considering Products; Hair Oil, Shampoo and Beauty Soap
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Padukka, L. U.; Weerasiri, R. A. S.
This research study was developed by rationalizing existing literature sources to construct arguments regarding two primary concepts: celebrity endorsement and consumer purchasing behavior in the Sri Lankan cosmetic industry, with a specific focus on products such as hair oil, shampoo, and beauty soap. The study focused on the impact of celebrity endorsement in the cosmetic sector, which plays a significant role in the local economy. Empirical research was conducted using the TEARS model, which includes variables such as trustworthiness, expertise, attractiveness, respect, and similarity of the celebrity as key factors influencing celebrity endorsement. Data were collected from 200 respondents through a convenience sampling method, resulting in a final sample size of 193 respondents from the University of Colombo, University of Sri Jayewardenepura, and University of Kelaniya. The findings of the research, based on an online survey questionnaire, are presented in graphs and pie charts. Data analysis was carried out using the Statistical Package for Social Sciences (SPSS). The findings revealed a positive relationship between celebrity endorsement and consumer purchase intention. The survey indicated that each variable of celebrity endorsement has a direct and significant positive impact on consumer purchase intention. The data analysis confirmed the reliability of all variables and demonstrated that celebrity endorsement significantly influenced the dependent variable, consumer purchase intention. Furthermore, the research findings suggest that celebrity endorsement should be considered a complex marketing communication strategy with the potential to yield highly positive results.
The Impact of Corporate Social Responsibility (CSR) on Emotional Brand Attachment with the Special Reference of Manusath Derana: The Moderating Effect of Cause Related Marketing (CRM)
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Nandasena, U. D. C.; Medis, L. A. P.
The purpose of this study is to investigate the impact of Corporate Social Responsibility (CSR) on emotional brand attachment, with the aim of enhancing the understanding of CSR as a marketing tool within the television media industry. The research questions addressed include examining the relationship between corporate social responsibilities and emotional brand attachment, and determining how cause-related marketing acts as a moderator in this relationship. Carroll’s Pyramid served as the conceptual framework for this study. A quantitative research design will be employed to explore the relationship between CSR dimensions and emotional brand attachment. The analysis will utilize both descriptive and inferential statistics. It is hypothesized that Ethical Responsibility, Philanthropic Responsibility, and Economic Responsibility will have a positive and significant impact on emotional brand attachment. The study's population comprises CSR-benefited television viewers, with a sample size of 386 selected from CSR-benefited viewers of TV Derana in the Western Province. Data was collected through a self-administered questionnaire. The findings indicate a strong positive relationship between all CSR dimensions and emotional brand attachment, while a negative relationship was observed between CSR and emotional brand attachment, moderated by cause-related marketing. This study contributes to a better understanding of the effect of CSR on emotional brand attachment in the Sri Lankan context.
The Impact of Facebook Advertising Credibility on Consumer Purchase Intention: with Special Reference to Herbal Cosmetic Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Piyumali, J. K. A.; Gunawardane, W. A. D. N. R.
As technological advancements have accelerated, the advertising industry has shifted away from traditional tools to embrace social media networks as the primary medium for customer engagement. Among these platforms, Facebook stands out as the most popular. Despite this, advertising messages disseminated through social media networks often fail to elicit adequate responses from target audiences. The credibility of the information presented in social media advertisements remains questionable to many consumers, which may diminish the effectiveness of these ads and undermine marketers' efforts to convince customers to make purchases. This study aims to assess the impact of Facebook advertising credibility on customer purchase intentions regarding herbal cosmetics. To achieve this objective, a quantitative approach was adopted, involving a survey of 385 respondents from the Western Province who are Facebook users. Data were collected via an online questionnaire and analyzed using SPSS version 26. The findings revealed that advertising credibility has a significant positive impact on customer purchase intentions. It is recommended that marketers of herbal cosmetics focus on providing realistic and honest information in their advertising messages to enhance their effectiveness.
The Role of Brand Love in Developing Customer Purchase Intention with Special Reference to Smartphone Industry of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Lakmal, D. M. N.; Gunawardhana, W. A. D. N. R.
In Sri Lanka, numerous smartphone brands have attracted distinct groups of customers, making it valuable to explore the reasons behind customers' choices for particular brands. This study aims to understand why customers are drawn to specific smartphone brands and how brand love influences their purchase intentions. Specifically, the research investigates the role of brand love in shaping customer purchase intentions within the smartphone industry in Sri Lanka. The study employed a questionnaire to collect data from respondents across Sri Lanka, utilizing a convenience sampling method to gather responses from 384 individuals. Primary data were obtained through the questionnaire, while secondary data were sourced from journals and online resources. Data analysis was conducted using descriptive statistical tools and the SPSS software. The conceptual model of the study included four independent variables: brand loyalty, positive word of mouth, forgiveness of brand failures, and brand performance. Hypotheses were tested to examine the impact of these variables on customer purchase intention. The findings revealed that three of the four variables: brand loyalty, positive word of mouth, and brand performance had a significant impact on customer purchase intention.
The Impact of Social Media Marketing on Brand Trust: with Special Reference to Cosmetic Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Disanayake, D. M. G. S.; Gunawardane, W. A. D. N. R.
In the Sri Lankan cosmetics sector, establishing brand trust is identified as a significant challenge faced by marketers amidst the current competitive landscape. This research investigates the impact of social media marketing on brand trust within the Sri Lankan cosmetics industry, particularly in the context of the rise of digital media. Empirical studies examining the effect of social media marketing on brand trust in the cosmetics industry in Sri Lanka are limited, revealing a gap in empirical knowledge. This study aims to address this gap by evaluating the impact of social media on brand trust in the Sri Lankan context and identifying the determinants of social media's influence. To achieve this objective, data were collected from 300 consumers who use social media to engage with cosmetic brands in the Western Province, with 148 responses obtained. The data were analyzed using descriptive statistics, correlation analysis, and multiple regression analysis. The results indicate a statistically significant and strong positive relationship between entertainment, interactions, word of mouth, customization, trendiness, and brand trust. Additionally, the study identified that entertainment, interactions, word of mouth, customization, and trendiness significantly impact brand trust. The findings suggest that social media marketing enhances brand trust and provides genuine motivation for product reviews and recommendations. This gradually fosters an increase in brand evangelism among customers.
Impact of Visual Merchandising on Purchase Intention, the Mediating Effect of Store Image: with Special Reference to the Branded Fashion Retail Chain Western Province in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Hansika, S. H. P.; Wanninayake, W. M. C. B.
The art of visual merchandising is considered one of the most effective methods for improving sales and profitability within an organization. Visual merchandising directly impacts the shopping experience, making it essential for retailers to optimize their business environment positively. This study employs store image as a mediating variable. The primary objective is to identify the visual merchandising elements that influence individual purchase intentions, specifically focusing on branded fashion retail chains in the Western Province of Sri Lanka. Both primary and secondary data were collected for this research. Primary data was gathered through a survey of 384 respondents who frequent various branded fashion retail chains in the Western Province. A quantitative approach was utilized, employing survey methods and convenience sampling techniques. The collected data were numerically coded and analyzed using SPSS software to determine the impact of visual merchandising elements on purchase intention, addressing the significance of each independent variable. The findings are expected to assist decision-makers, marketers, and entrepreneurs in enhancing the appeal of their fashion stores and improving consumer purchasing effectiveness.
The Impact of Customer Brand Equity on Consumer Purchasing Behavior among Youth Generation with Special Reference to Metropolitan Technologies (Pvt) Ltd
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Thennakoon, H. M. M. S. K.; Thilina, D. K.
The aim of this study is to analyze the impact of customer-based brand equity on consumer purchasing behavior among the youth generation, with a particular focus on Metropolitan Technologies (Pvt) Ltd. As an agency, Metropolitan provides solutions tailored to individual and SME needs, categorized into personal and SME solutions. This study utilized the personal and SME solution categories of Metropolitan to conduct the research. Based on a review of the literature, the study was developed according to Aaker's Brand Equity Model (1991) and employed a quantitative research approach using both primary and secondary data. The population of the study comprised Generation Z consumers in Sri Lanka, and data were collected through a convenience sampling method. An online questionnaire was used to gather responses from a sample size of 385. The results indicate a positive correlation between all factors of customer-based brand equity—namely brand awareness, brand loyalty, brand association, and perceived quality—and consumer purchasing behavior. However, brand awareness showed a weaker relationship with consumer buying behavior compared to other variables for Metropolitan Technologies in the technological equipment market. The research findings offer valuable insights for marketers and future researchers regarding the influence of customer-based brand equity on purchasing behavior among the youth generation in the technological equipment sector.
Impact of Loyalty Program on Customer Retention with Special Reference to the Fashion Retail Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Peter, G. J.; Herath, H. M. R. P.
In the context of a globalized economy, businesses are increasingly focused on attracting and retaining existing customers. To achieve this, organizations are investing in various marketing tools, such as loyalty programs, to maintain and manage enduring relationships with customers. The objective of this study is to gain a comprehensive understanding of the impact of customer loyalty programs on customer retention. The study identifies four primary categories of customer loyalty programs in the fashion retail industry: point systems, loyalty card systems, gift card systems, and non-monetary programs. A quantitative research approach was employed, with data collected from a sample of 350 respondents in the Western Province. Primary data were gathered through a well-structured questionnaire, utilizing a convenience sampling method, a non-probability sampling technique. Data presentation and analysis were performed using descriptive analysis, correlation, and multiple regression analysis, with SPSS as the primary analytical tool. The findings indicate a significant effect of all types of loyalty programs on customer retention. Additionally, over 68.2% of respondents reported a willingness to continue shopping at the selected store due to the loyalty programs offered. It was found that all four types of customer loyalty programs are positively correlated with customer retention. Thus, the research highlights the importance of loyalty programs and their effectiveness as a tool for customer retention.
The Impact of Online Visual Merchandising on Customer Purchasing Intention in Online Fashion Retail Industry of Sri Lanka Z Generation: Examining Moderating Impact of Customer Involvement
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Chathurangi, H. D. S. C.; Wijenayake, S. I.
This study aims to investigate the effect of online visual merchandising on the purchase intention of Generation Z customers for online retail fashion stores in Sri Lanka, and to examine the role of customer involvement in modifying the relationship between each online visual merchandising cue and purchase intention. A quantitative design was adopted using a deductive approach, grounded in the positivism paradigm, to meet the study's objectives. Under a survey strategy, relevant data was collected from 385 Generation Z residents of Sri Lanka currently residing in the Western Province and engaging with online retail fashion stores. A well-structured questionnaire was disseminated via the internet, and the collected data was analyzed. The analytical results indicated that online retail fashion stores in Sri Lanka maintain visually appealing and well-organized web environments. These stores also employ extensive web advertising and offer easy and flexible website navigation. It was further revealed that Generation Z consumers exhibit a higher level of intention and involvement in purchasing fashion items from online fashion retail stores. Each online visual merchandising cue was found to have a significant and positive effect on the purchase intention of Generation Z customers. Additionally, customer involvement was shown to significantly moderate the relationship between online visual merchandising and purchase intention. This study is empirically valuable as it represents a pioneering effort to address a gap in the existing literature on online visual merchandising, particularly within the context of Sri Lanka's online fashion industry.