Volume 4 : Issue 2 - 2018

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29803

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Effect of The Leader – Member Relationship on the Organizational Commitment towards Sales Force Turnover Intention of Fast Moving Consumer Goods (FMCG) Sector of Sri Lanka: A Conceptual Review
(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2018) Wimalana, N.; Dhammika, K.A.S.; Fernando, W.R.P.K.
Leader –Member relationship (LMX) has been identified by many scholars as an antecedent towards the Organizational Commitment (OC) of the employees. Many academics have concluded that OC is the strongest predictor towards employee turnover. This theory has been tested in the Western world but unfortunately very little literature is found in the Asian Context. When you look at more specifically in the Sri Lankan context with a focus on the sales force in the FMCG industry, the theoretical support on the relationships amongst these variables is almost zero. Few research conducted in this arena has identified that the sales force turnover is a critical issue faced by the FMCG industry during the post- war era in Sri Lanka. Therefore, this study intended to enlighten the knowledge on the antecedents towards the sales force turnover in the FMCG industry in Sri Lanka with a clear focus on the organizational commitment of the members in the sales force influenced by the leader member relationship. The discussion of empirical thoughts supports the managers in the industry to consider sale force motivation strategies holistically rather limiting to financial perspectives. Paper concluded the future research directions addressing to the key empirical contents discussed.
Impact of Brand Trust on Brand Evangelism Behaviour: A Study on Cable Brands in Sri Lanka
(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2018) Munasinghe, A.; Dissanayake, D. M. R.
Industrial sector organizations require some specific focus when developing brands to their institutional and domestic customer segments. Brand trust plays a significant role when it comes to establishing strong brand relationships with consumers. This paper mainly focuses to empirical gaps and practice issues found within the cable brands in Sri Lanka to identify the major research questions and the purposes. Alongside, impact of brand trust on brand evangelism was examined addressing to the empirical justifications and practice gaps found in Sri Lankan cable market. Stratified cluster sampling method was employed and 225 questionnaires were distributed amongst end-users of B2C market. Accordingly, quantitative method was occupied with a questionnaire to execute the survey investigating how brand trust influences three sub divisions of brand evangelism. Three hypotheses were formulated and tested via Structural Equation Modelling (SEM) supported by a Confirmatory Factor Analysis (CFA) produced with AMOS-23 software version. Results proved brand trust results purchase intention and positive referrals on cable brands whilst the impact of brand trust on spreading negative referrals on competitive brands was not proved. Paper highlights the managerial implications based on the key findings and future research directions were proposed accordingly.