5th-2021

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/28398

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Impact of Social Media Marketing on Consumer Buying Behavior of Social Media Users in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Rajapaksha, K. A. A. B.; Wijesundara, Bimali
In Sri Lanka, online shopping becomes a trend, and due to the current pandemic situation, it has recently been taken up. This study explores social media marketing's impact on consumer buying behaviour among social media users in Sri Lanka. Trust, Time, Product variety, Convenience, and Privacy were identified as independent variables for the consumer's study, and buying behaviour was identified as the dependent variable. The study's main objective was to determine the level of impact of Social Media Marketing (SMM) on consumer buying behavior while analyzing the relationship between SMM and consumer buying behavior. A survey method was applied to achieve the objectives, and hypotheses were built on the researcher's conceptual model. The researcher distributed a well- defined questionnaire among the sample of 280 which was selected on the convenience sampling method to collect the data for the study. The findings revealed a significant relationship between Trust, Product variety, Convenience and Privacy and Consumer buying behaviour. Confidence is the most significant factor influencing the consumer's purchasing behaviour. The researcher suggests the sellers to keep Trust between buyer and seller where customers expect seller protection in case of damage, product mismatch, or need in return. Finally, the study will guide the social media marketers to perform their activities more productive manner while growing their profits.
Drivers of Green Purchasing Intention Triggered from the Advertising Appeals in Social Media Platforms: with Special Reference to Green FMCG Goods
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Kulasekara, D. S. R.
This research explores how abstract appeal (i.e., describing the features of green products more vaguely) and concrete appeal (i.e., describing the features of green products) can encourage consumers to engage in green consumption behavior purchasing green products. This research is based on the theoretical and supporting empirical observations found through the Construal Level Theory (CLT). The results are used to explore the influence of green advertising appeals on purchase intention. This analysis was quantitative; structured questionnaires were used to obtain primary data from the sample, which was defined via a non-probabilistic sampling technique for convenience. Through the hypotheses testing, this research tests the prediction that abstract appeal is more effective in generating green purchase intentions than concrete appeal in situations where the brand attitude is mediating the relationship between green advertising appeal and purchase intention. The green product knowledge moderates the effect of the brand attitude of green FMCGs. When the consumers with green product knowledge, the abstract appeal is more effective than concrete appeal. The results provide critical managerial implications for marketers who seek to promote green consumption by suggesting that rather than merely depending on the types of advertising appeals, marketers should modify their advertising message to match the products and the situations. No study used CLT to test the Green Purchase Intention.
The Influence of User Generated Content on Online Purchase Intention with Special Reference to Sri Lankan Handicraft Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Kularathne, R. D. D. D.; Thilina, D. K.
This study was conducted to identify User Generated Contents’ influence on online purchase intention with special reference to the Sri Lankan Handicrafts industry. This study was based on the seven hypotheses which were constructed to reveal whether perceived credibility, perceived usefulness, perceived risk, and attitude towards UGC affect online purchase intention. These factors were identified based on previous literature; therefore, the study was based on a deductive approach. The researcher used a structured questionnaire for primary data collection. A convenient sampling technique was employed to gather data from Colombo, Kandy, Kegalle area. In terms of measuring the relationship between variables, the researcher employed SPSS tool. The hypotheses were tested by using regression analysis. The analysis results revealed that perceived credibility, perceived usefulness, and perceived risk positively impact attitude towards UGC, and Attitude towards UCG has a positive impact on online purchase intention. Further, there was a negative relationship between perceived risk and perceived usefulness. Finally, the researcher recommends that UGC increase the perceived credibility, perceived usefulness and minimize the perceived risk by providing reasonable compensation. It creates a positive attitude towards UGC and positively impacts increasing the online purchases of Sri Lankan Handicrafts products. Therefore, motivating customers to generate UGC is positively impact on increasing online purchases.
Impact of Value Co-creation on Brand Love among Generation Z with Special Reference to Fast Food Restaurants in the Western Province of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Hendeniya, H. M. U. S.; Dissanayake, D. M. R.
The concept of Value Co-creation is more practical to today’s context as consumers are pursuing trade-off value. Thus the impact of Value Co-creation on Brand Love is a claimed empirical gap within different market contexts. The influence of Value Co-creation on Brand love and evaluations has been studied in many contexts whilst research gaps are emphasized. Research depicts the factors' impact on Value co-creation, which comprises two dimensions: Customer participation behaviour and Customer citizenship behaviour, with each dimension having four components. With reference to the practice gaps found within the Fast food restaurant context in Sri Lanka, this study was carried out as a deductive study, and a quantitative method was employed. The sample was limited to 152 respondents and it used the convenience sampling method. Alongside, questionnaires were distributed among the generation Z consumers within the Western province of Sri Lanka. The data analysis was assisted by using Statistical Package for Social Science (SPSS) version 23. The findings revealed that there is a positive relationship between Value Co-creation and brand love. The study presented managerial implications by highlighting the applications of Value Co- creation methods to generate brand love while measures to be taken were also presented.
Impact of E-Service Quality on Customer Satisfaction in Internet Banking: with Reference to Licensed Commercial Banks in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Abewardhana, N. B. G. H. S.; Kumara, D. W.
Internet banking is one of the major services introduced by the banking sector. This study aimed to investigate the E-Service Quality factors affecting customer satisfaction of Internet banking context in the Gampaha district. The researcher used a quantitative study approach, and a comprehensive survey was conducted using a self-administered questionnaire as the main research instrument. The data were collected from the 341 respondents) in Gampaha district, and the sample respondents were selected based on convenience sampling technique. To assess the questionnaire's overall validity, content validity and construct validity were applied, and its reliability was measured through Cronbach's of the questionnaire alpha. The empirical results support the claim that the conceptual framework applied in this study better explains the relationship between e-service quality on customer satisfaction. The independent variable (E-service Quality) was elaborated based on seven dimensions, namely, efficiency, system availability, fulfillment, privacy, responsiveness, compensation, and contact. In this study, the researcher tested seven hypotheses related to e-service quality and customer satisfaction. The results revealed that efficiency, system availability, fulfillment, privacy, and responsiveness significantly impact customer satisfaction. In contrast, compensation and contact did not significantly effect on customer satisfaction. The study's findings accommodate the academics, bank managers, and practitioners to develop and implement customer satisfaction and service quality-related internet banking strategies.
Impact of E-Service Quality on Online Store Loyalty towards Sri Lankan Modern Trade Outlets: with Special Reference to the Mediating Effect of Online Store Trust
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Ubayawickrama, H. S.; Gayathree, Poornima K
Continuously Sri Lankan modern trade Retail outlets are performing better in offering products to the customer. But during the covid-19 pandemic situation, modern trade Retail outlets could not provide good service Quality through online platforms. Therefore, the purpose of this study is to determine whether the customers of modern trade Retail Outlets online store loyalty depended on E- Service quality and online store trust. This study employed a quantitative research design to conduct this research. This study’s population was the people who recently buy online Grocery item on Modern Trade Retail Outlets Sri Lanka with covid-19 pandemic Situation. The convenience sampling method was used to select this study sample, and 247 respondents were selected as the sample. The results suggest a significant impact of E-Service quality on the Online Store Trust and Online Store loyalty. Further, the results state that the retail outlet managers should pay attention to the website’s loading time, allocate separate sections to each outlet to manage online delivery, and use different payment methods. Thus, as per the research findings, more weight is given for the order management. Strategic decision-makers should be aware of this when developing an online platform.
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, 2021) Kalpana, M. H. A. D. A. S.; Thilina, D. K.
Building brand trust in the Sri Lankan Cosmetics industry is one of the marketer's major challenges. The digitized consumer behavior and social media revolution make it more challenging for marketers. Thus, this research aims to examine the impact of social media marketing on brand trust in relation to the Sri Lankan Cosmetics industry. Two research objectives and five hypotheses were tested as its conceptual framework developed with entertainment, interaction, word of mouth, customization, and trendiness towards brand trust. The study sample was identified through convenient sampling, and data were collected through a well- structured questionnaire. The questionnaire, which consisted of five-point Likert scale, was employed to gather 200 responses from the sample. It has been statistically proven that marketers can use social media marketing to increase brand trust in the Sri Lankan Cosmetics industry, as the results show that the above dimensions have a significant impact on brand trust.
Impact of Facebook Marketing on Brand Trust with Special Reference to Sri Lankan Tourist Hotels
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Weerakoon, W. R. M. P.; Herath, H. M. R. P.
Social media is an emerging trend of marketing in today’s context. It can be seen that many organizations use Facebook to engage with people, build brand awareness, and brand trust towards their brand names. Thus, this study was quantitative in nature; the researcher used the deductive research approach. The study was conducted with a sample of 262 Facebook users, selected following the convenience sampling method. A structured questionnaire was distributed among the selected sample. The independent variable is Facebook marketing, and the dependent variable is brand trust. The variable of Facebook marketing measured through the dimensions of compliance, internalization, and identification. To test the developed hypotheses a correlation analysis and linear regression analysis were used. As per the Pearson correlation, a positive relationship was found between each variable and brand trust. Further, it discovered a significant impact of each variable on the brand trust with special reference to Sri Lankan tourist hotels. The study provokes valuable insights that marketing professionals, government bodies, and tourist organizations can use when developing their online marketing campaigns. Online strategies of tourist hotel brands should be wisely managed. The investments should be engaged in effective Facebook marketing activities to build brand trust and grab tourist attraction. Further, the study has revealed that there are some limitations in the study, such as poor generalizability of results due to the small sample size and respondents’ fraudulent answers.
Factors Influencing the Consumer Switching Intention from Powdered Milk to Fresh Milk in Sri Lanka: with Special Reference to the Matara District
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Lakshan, W. G. A. R.; Ubayachandra, E. G.
Milk consumption is a vital researchable area to be emphasized in the Sri Lankan context today owing to its dramatically changing pattern taken place among different social strata. So, it was viewed that doing a study along with this area is worthwhile. The problem of the present study involved in the potential movement from powdered milk to fresh milk. The key purpose of this study was to search for factors causing potential switching intention. Also, six objectives and questions were set focusing on the problem. A rigorous search of literature supported to note certain untouched areas of considering object particularly in Sri Lankan context was made. The study design was both exploratory and descriptive. Both quantitative and qualitative methods were used with deductive reasoning. As this is an empirical study in nature, primary data were mainly associated via online questionnaires, emailing, and telephone discussions. Also, secondary data were used for more details. The population was all of the powdered milk consumers in the selected district. For the convenience of analysis, with the help of convenience sampling technique, 250 respondents were selected from seven town areas in the considering district. Some descriptive techniques and correlation and regression analysis were associated for the presentation and analysis of data, respectively. Based on six main findings, it was concluded that intention is mainly impacted by a dominant factor, satisfaction. Including certain related researchable areas, some timely significant suggestions are conveyed by this study at its end part.
Determinants of Customer Purchase Intention Towards Sugar- Sweetened Beverages with Color-Codes: With Special Reference to Southern and Western Province of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Madhusanka, I. D. N.; Wijesundara, Bimali
This study purpose to empirically investigate the determinants of customer purchase intention towards sugar-sweetened beverages with color codes. The target in the study is 300 respondents who are 18 to 66 years’ age group. A survey research questionnaire with 25 research items has been adopted. The data of 300 respondents were collected from the selected sample in the Southern and Western provinces in Sri Lanka. The research used a quantitative research design, and the actual data collected analyzed using Statistical Package for Social Science (SPSS) version 23. Then, Internal Reliability Test, Convergent Validity Test, Pearson Correlation, and Multiple Regression Analysis are conducted. The results show that independent variables, which are label attitude, General health interest, and light product interest, have a significant positive relationship with purchase intention. On the other hand, the subjective norm has no significant relationship with Purchase intention. The study’s main limitation is the sample size of 300 respondents, which may not be comprehensive enough to represent the people in the Southern and Western provinces of Sri Lanka. Moreover, this research provides a more precise overview of factors that drive purchase intention towards sugar- sweetened beverages and what factors should positively focus on and focus on less. Further, the researcher has been provided with recommendations to the relevant parties to increase the awareness and persuasion for sugar-sweetened beverage consumption.
The Impact of Social Media Marketing Activities on Consumers’ Booking Intention with Special Reference to Hotel Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) De Zoysa, A. S. P.; Wijenayake, S. I.
Social media marketing activities are the most important concept related to purchase intention in the digital era. In relation to the hotel industry, social media marketing activities impact consumers’ booking intention is different. Therefore, this study investigates the impact of social media marketing activities on consumers’ booking intentions in the hotel industry in the Western province, Sri Lanka. This study is deductive and quantitative in nature, and it has employed a structured questionnaire for data collection. Questionnaires were distributed online, and 360 valid responses were collected as primary data from a sample, which was identified through a convenience sampling technique. This research found that social media marketing activities and its dimensions, namely entertainment, interaction, trendiness, e-WOM, and customization, significantly positively affect the consumers’ booking intention in the Sri Lankan hotel industry. Results showed that the dimension of e-WOM value is a better predictor of booking intention than other dimensions of social media marketing activities. The study’s findings can be utilized to improve the Sri Lankan hotel industry’s social media marketing activities. This research study’s main limitation is that although there are many social media platforms that hotels can use for their marketing activities, only the Facebook platform is concerned in this study. To better understand the role of social media marketing activities, further research is required on users of social media in certain geographical markets on various social media platforms such as Instagram and YouTube.
The Impact of User-Generated Content (UGC) on Traveler Lodging Intention: Special Reference to Travel Lodges in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Chandrasiri, S. C. M. M.; Wijesundara, Bimali
With the effect of emerging social media, UGC has brought a new perspective by enabling social media users to communicate with or share their thoughts with social media networks. Social media users are also sharing their experience regarding the services and products which they consume. Hence, the quality of the service like travel lodge and hotel can be described after experiencing the service because of the intangibility of that service, UGC regarding travel lodges has a significant impact on consumers purchase intention or booking intention. Therefore, this study aims to examine the effect of UGC on travelers lodging intentions. The researcher built the hypotheses to test the relationship based on the conceptual model developed by the researcher. The convenience sampling method was used to select 266 respondents who has visited travel lodges in the previous 24 months and actively using social media. Findings revealed a positive relationship between UGC and purchase intention. It has been found that Attitude towards UGC, the need for information, and the usefulness of information have a significant positive impact on logging intention. Further in this study researcher has found that the usefulness of the information has a mediating effect on the relationship between UGC and lodging intention. This study provides the reference for marketers to clearly understand the effect of UGC in social media on travelers’ lodging intention and valuable insights for marketers, where they can revamp their marketing strategies for success.
Antecedents on Customer's Intention to Use of Internet Banking Facilities: with Special Reference to Sri Lankan Customers
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Wijesinghe, U. G. H. N.; Medis, Ajith
This study aims to investigate the antecedents of customer's intention to use Internet Banking facilities. When conferencing the literature, there are so many antecedents that affect customers' intention to use Internet Banking facilities. But, there is a lack of previous studies examining antecedents of customer's intention to use Internet Banking facilities in the Sri Lankan context. Hence, this study review selected antecedents of how theoretical & empirical contribution will be addressed that dilemma. As this study was quantitative in nature, it used structured questionnaires to collect primary data based. Researchers employed one sample t test, multiple regression, and core relation analysis as main statistical tools to investigate the hypothetical impacts. The findings revealed that perceived usefulness, ease of use, customer trust, perceived risk, compatibility, and information quality significantly impact customers' intention to use Internet Banking facilities. Therefore, the study's findings have a more practical contribution for the marketers in the online banking sector for making effective decisions. Finally, the researcher proved a high degree of customer's intention to use Internet Banking facilities in Sri Lanka.
Impact of Sensory Marketing on Customer Repurchasing Intention with Special Reference to Modern Trade Industry in Sri Lankan
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Madusanka, U. G. G.; Wanninayake, W. M. C. B.
Sensory marketing is simply the process of winning a customer's trust and attention by appealing to each of these five senses sight, hearing, taste, touch, and smell. Even though this practice is strongly applied in the modern trade sector in Sri Lanka, there is insufficient empirical evidence to evaluate the effectiveness of sensory marketing practices in the present research context. Accordingly, this study aims to examine the impact of sensory marketing on customers' repurchasing behavior in the domestic market's modern trade sector. The researchers applied the quantitative approach based on the positivist research paradigm, and the researchers employed a structured questionnaire to collect the primary data. The sample of 384 was drawn among customers who are regularly visiting modern retail shops based on the non-probability sampling method. The data were analyzed using SPSS statistical software, and the findings revealed that modern retailers' sensory marketing strategies have a significant contribution to trigger customer's positive emotion. It is identified that sight is the strongest sense in humans' sensory systems. Consumers are largely replying to this sense and often make a purchasing decision based on their first impression. Further, hypothesis tests proved that sensory marketing strategies have a significant positive relationship between customer repurchasing intention. Hence, the researcher has drawn the retailers who run modern retail shops to enhance sensory stimuli, including sight, hearing, taste, touch, and smell, to develop customer patronizing behavior towards their retail outlets.
Drivers of the Switching Behaviour of Mobile Broadband Service Consumers in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Dewmini, G. S. P. T.; Gayathree, Poornima K
Consumer switching is a major issue faced by mobile broadband service companies, and marketers need to understand why they switch the mobile broadband service provider. The research objective is to examine the drivers of mobile broadband consumer switching behavior in the Western province in Sri Lanka. The questionnaire consisted of five-point Likert scaling questions, and a conceptual framework was developed to investigate the impact of independent variables on switching behavior. A total of respondents 355 were selected as a sample in the western province to carry out the research. The convenience sampling method, which comes under non-probability sampling, was used when collecting data, and SPSS software was used to analyze the data. The researcher was carried out one-sample t test and multiple regression to test hypotheses. The study result stated a high level of switching behavior to mobile broadband service providers and drivers such as network quality, switching cost, core service failure, and attraction towards competitors affecting the switching behavior of mobile broadband consumers in the Western Province Sri Lanka. This study’s findings provide important implications, such as identifying and evaluating the drivers that drive consumers to switch mobile broadband providers. Most researchers have conducted studies focusing on the mobile telecommunication industry’s switching behavior as a whole, but not many have focused on the mobile broadband sector. Hence this study contributes significantly to the existing body of knowledge.
Exploring the Impact of Green Practices in Sri Lankan Hotels on Customers’ Visiting Intention
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Siriwardhana, M. A. T.; Wijenayake, S. I.
Going green is no more a new concept to the industries due to the artificiality world is facing. As consumers have become sensitive to the organizations’ green practices in their buying behaviours, the hospitality industry, as one of the booming industries in Sri Lanka, is also adapting green practices to be competitive and sustain in the business environment. Therefore, this study’s main objective is to examine the relationship between green practices and visiting intention of customers’ in the Sri Lanka hotel sector. For the study purpose, 11 practices suitable for Sri Lankan hotels were evaluated under five aspects of green practices identified through literature. A quantitative study was designed where the people who have visited a hotel were selected as the population. 220 responses were collected through an online questionnaire, and multiple regression analysis was used in SPSS to test the hypothesis. The analysis revealed significant relationships between organic food practices, wastage reduction practices, recycling practices, water-saving practices at hotels, and customers’ visiting intention where energy- saving practices do not show any significant relationship with customers’ visiting intention. Furthermore, these research study’s findings indicated that adaptation and sustainability of green practices across hotels in Sri Lanka can positively influence customers’ visiting intention as there are not many hotels that implement green practices in Sri Lanka.
Impact of Influencer Marketing on Brand Engagement of Youth towards Fashion Brands in Sri Lanka: Special Reference to Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Rathnayake, R. M. T. M.; Medis, Ajith
Emerging of the Digital Marketing era, Influencer Marketing owns a vital role in digital advertising and observed that most digital marketing agencies use Influencer Marketing as a strategy to create Brand Engagement. So, this study's main purpose is to investigate the "Impact of Influencer Marketing on Brand Engagement of Youth towards Fashion Brands in Sri Lanka". Hence, Influencer Marketing and Brand Engagement are independent & dependent variables. The researcher has studied & summarized the empirical findings regarding influencer marketing, brand engagement, youth, and fashion brands. As the study was quantitative in nature, it has employed structured questionnaires to gather primary data from the sample, which was identified through a non-probabilistic, convenience sampling technique. And this study has adopted a descriptive analysis and conducted a deductive approach. Hypotheses were developed for the direct relationships between Influencer Marketing determinants, namely Influencer Credibility, Influencer Similarity, Influencer Familiarity, Meaning Transfer, and Brand Engagement were statistically supported in the present study. Then the main study results are reported and analyzed using SPSS 26.0 statistical packages. By exploring the Impact of Influencer Marketing on Brand Engagement, it has been statistically proven that Influencer Marketing has a significant positive relationship with brand engagement.
Exploration of Shopping Orientation and Factors Influencing Customer Satisfaction in Multi Brand Apparel Retail in Madurai District
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Joseph, Sinu; Inayath, Ahamed S B
Globalization has led to increase in competition with every apparel retailer vying for market. With so many competitors, the apparel retailers need to find ways to meet customer expectations and ensure satisfaction and retention. The main objective of this study is to find the various factors that are influencing the customer satisfaction in multi brand retail in Madurai District. Structured Questionnaire is used to collect primary data, Likert scale and Multiple choice questions are used for collecting 42 samples. Factor Analysis and Cluster analysis was used to analyze the Data. The major findings of the study are that Customer service, store environment, Brand variety, Convenient location, shopping convenience have a significant influence on the customer satisfaction with respect to multiband retailing in Madurai District. This study can be further extended to other parts of Tamilnadu, India and the apparel retailers can focus on the factors and significantly improve their sales. Since consumer is the focal point in this market research and buying motives are difficult to judge precisely. The study captures the 5 major factors that influence the customer satisfaction which can help the apparel retailers to formulate appropriate strategies to improve the sales and retain the customers.
Customer Experience and its Impact on Customer's Loyalty: with Special Reference to the E-Commerce Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Knop, Sara
The customer experience (CX) has become more important than ever before as our society faces an uncertain and unexpected global catastrophe. Covid-19 global pandemic in the year 2020 has forced many businesses to enter the e-commerce market. Furthermore, it is creating stronger competition among the online sellers. Simultaneously, it is making it even more challenging to keep customers' loyalty toward the brands. In such circumstances, meeting only the customer's needs is no longer enough. Companies that care about their customers' loyalty need to commit to constant learning about their customer's needs. Moreover, the businesses should act proactively towards the customers to exceed their demands, leaving them with a feeling of receiving more than what they expected. This study considers the Customer Experience as a series of tasks, projects, and companies' CX "(Customer Experience) department's commitment. Thus to create, engage, and satisfy customers is a journey with integrated, proactive actions. The author has prepared and conducts a computer-based survey to collect primary data from the active users of online shopping and online services within the e-commerce sector. The results of the survey show that pro-active activities which were undertaken by the companies have increased the customer's long-term commitment toward the brand. These attempts prove that the customers' loyalty depends on a larger scale on the experience they are faced with while coming across the brand.
Gender Inequality in Indian Police Service: with Special Reference to Gujarat State Police
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Pavthawala, Jil Kamlesh bhai; Fernando, K Shihan D
The reality of Gender Inequality is a highly complex situation in India. At the same time, this Situation is visible in every sector across India regardless of the state. Lack of equal educational opportunities, Strong Cultural norms, Lack of legal provisions can be identified as the main reasons for the significantly high level of gender inequality in India. Therefore, India is losing its available human talent, and the ultimate result is that low women contribute towards economic and social development. This study tries to understand the factors affecting Gender Inequality and how to reduce Gender Inequality in Indian Police Service. According to India's policing status (2019), about 7.28% of women represent the Indian Police Service, and 99% are police constable, with only 1% of them holding supervisory positions. The research population will be limited to women members of Gujarat State Police, India. The stratified random sampling technique will be applied to collect the primary data. Moreover, the researcher will be applied a quantitative approach for the analysis. This research study will be significant to identify and change the existing gender barriers in the Indian Police Service.