5th-2021

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

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Another Tech-Driven Paradigm Shift: The Story of Digital India
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Singh, Rani; Fernando, K Shihan D
The whole world has now experienced digitalization due to technological advancements, and people are also dependent on it. It is a boon for the private, government, and commercial sectors as it is relevant for them to publish their advertisement by different sources through the internet, mobile device, social media, and other channels to reach their customers. Digital India is the outcome of many innovations and technological advancements; these change people's lives in different ways and empower society better. The motive behind the concept is to build a first hand, transparent, and responsive system. The Digital India drive is a dream project of the Indian government to shape India into a knowledgeable economy and digitally entitled society with good governance for citizens by bringing a proper format in public accountability, to mobilize the capability of information technology within government departments for delivering the programs and services by connecting digitally. Various published magazines and journals have been used for this study. Hence, the focus is to know more about the application, concept, and impact on modern India's digital economy. According to the analysis, Digital India could boost the GDP us $1 Trillion by 2025. This helps growth in macroeconomics factors such as GDP growth, employment generation, labor productivity, growth in many businesses, and revenue leakages for the government. India can improve people's social and economic conditions by developing non-agricultural economic activities, except providing access to education, health, and financial services when connected digitally.
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.
Brand Experience in Driving Consumer Repurchase Intention of Retail Fashion Brands
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Madhushani, D. P. S. R. P.; Gunawardane, Nisal
Brand experience considered to be an antecedent of purchase intention of retail fashion brands yet literature on the relationship among brand experience and repurchase intention is inconclusive in nature. Experience generates memorable brand elements which enhance phycological status of customers hence consumers tend to get influence by the brand and its experience towards a purchasing behavior, from now the study examined the relationship among brand experience and repurchase intention of retail fashion brands. The study used quantitative research design with Convenience sampling method. It collected data from 320 of respondents in western province those who visit retail fashion brand outlets. Data were collected using a structured questionnaire through an online questionnaire. The result of the study has shown a positive and significant impact of brand experience on consumer repurchase intention. Also, it identified that Sensory experience, Behavioral experience and Intellectual experience highly effect on consumer repurchase intention and affective experience is the least influencing factor to repurchase intention of consumer.
Creating Television Brand Loyalty through Corporate Social Responsibility Programs of Local TV Channels in Sri Lanka: with Special Reference to the Mediating Effect of Television Brand Trust
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Jayarathna, N. S. P.; Gayathree, Poornima K
The concept of Corporate Social Responsibility (CSR) has increasingly been identified in the literature for its potential to deliver a degree of competitive advantage. Therefore, this study’s focus is to study the creation of television Brand Loyalty through CSR programs of local TV channels in Sri Lanka with the mediating effect of Television Brand Trust. The study used the convenience sampling method, and two hundred eighty-six responses were collected from the western province via an online generated questionnaire. The data were analyzed using software SPSS 23. Results show that TV channels’ CSR activities significantly impact Television Brand Loyalty, and Television Brand Trust mediated the relationship between CSR and Television Brand Loyalty. In particular, CSR activities to create customer loyalty are a smart strategy employed by media companies to emotionally connect with the brand. This study’s empirical findings provide valuable insights into how CSR can enhance customer loyalty if used strategically. Many studies have discussed CSR’s impact, but very few are found in Sri Lanka and the TV channel sector. This study calls for more investigation in this area to better understand creating brand loyalty through CSR activities and the mediated effect of television brand trust.
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.
Customer Preference Towards Internet Banking in Madurai District, India: An Empirical Investigation
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Geetha, K
Internet is the order of the day. There is a remarkable growth of Internet based services in the recent times. Managing service quality as distribution channel remains a mammoth challenge. The main objective of the research paper is to identify the customer preferences towards online banking in Madurai District, Tamil Nadu, India and also to find out the service quality dimensions that affect customer satisfaction. Primary data was collected from Internet banking users of public and private banks in Madurai district with the help of a structured Questionnaire. The questionnaire had a list of 21 statements related to efficiency, tangibility, responsiveness, reliability and empathy. For the collection of primary data, the study was confined to Madurai District alone. A sample of 100 respondents was selected by non-probability convenience sampling as it is appropriate for exploratory studies. Data analysis was done using SPSS. Percentage, frequencies, Cross tabulation and factor analysis methods were used. The major finding of the study is that both private and government banks need to take appropriate steps to make their website more reliable and responsive to satisfy their customers also the Efficiency, responsiveness, fulfillment, privacy of personal information was found to be the core service quality dimensions of E- banking. The future scope of the study would be to find out the prominent information that customer would like to seek while availing the Internet banking services.
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.
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.
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.
The Effect of Telecommuting for the Performance of Marketing Job roles in Sri Lankan Life Insurance Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Fernando, N. H. D. N.; Gunawardane, Nisal
In Sri Lankan Life Insurance Industry, marketing job roles play major part for the business. From the starting point of twenty twenty most of the organizations used work f home for the business. Hence this study based on theoretical practical the main literary performance that shows were the all four dimensions not been examined in a study. To address accordingly for the literary performance and according to the significant relationship between people, technology and work environment this study has been examined the significant relationship. And the significant of the practical aspect shows that the industry can use telecommuting as a tool to increase the business. The findings are utilized to identify the significant relationship of employee performance and telecommuting. As this study was in qualitative in nature inductive method used and in-depth interviews has been used to gather primary data. Force Feld Analysis has been used to analyze the data and developed hypothesized tested with corded interview transcripts. Snow Ball sampling method was the sampling method used to gather primary data. Through identifying the significant relationship researcher has shown the relationship between work location and peer relation is positive and a weak relationship and other dimensions were positively effect for employee performance in marketing job roles in life insurance industry Sri Lanka.
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.
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.
Factors Affecting on the Behavioral Intention to Use Mobile Banking Application among the Western Province of Sri Lankan Customers
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Wickramasinghe, K. P. K. L.; Herath, H. M. R. P.
Providing pioneering facilities is an essential factor for attractiveness of the banking industry. Mobile banking application is such an innovative service. Through this, all the banking customers will be able to make banking activities more quickly and conveniently than traditional banking. Mobile banking service provides convenience, true mobility, speed, and environmentally friendly service. However, Sri Lankan consumers do not accept this innovative service, and there is a conflict to use or less use this service. Therefore, this research aims to study the factors affecting the behavioral intention to use mobile banking applications among the western province of Sri Lankan customers. The study observed perceived risk, trust, convenience, and relative advantage as independent variables and behavioral intention to use mobile banking applications as the dependent variable. This is a quantitative research study where a structured questionnaire was disseminated among 384 mobile banking application users in the western province, a sample selected through a convenience sampling method. Correlation and multiple linear regression analysis were used to analyze the hypotheses. The results revealed that trust, convenience, and relative advantage positively influence and perceived risk negatively influences behavioral intention to use mobile banking application. Furthermore, this study has provided an avenue for the Sri Lankan government, banking authority, software engineers, and service developers to improve behavioral intention to use mobile banking applications to increase consumers’ self-confidence to use mobile banking.
Factors Affecting on Willingness to Pay Premium Price for Organic Foods
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Welagedara, M. P.; Weerasiri, Sudath
At present, Sri Lankan organic food market is at a nascent stage, but organic food is accelerating. Identifying organic food consumers' behaviors is vital since consumers pay a premium price even worldwide. Hence, this study aims to determine factors that impact consumers' willingness to pay a premium price for organic food in the Sri Lankan context. This research study is descriptive, and data has been collected from 141 respondents using snowball sampling, a non- probability sampling technique. Secondary data were collected through a rigorous literature review. Primary data were collected through an online consumer survey conducted in the Colombo district using a structured questionnaire. Collected data were analyzed using mean analysis, frequency measures, and regression. The study was conducted in Colombo District. It was found that consumer characteristics like employment & income and consumer perceptions like concern for the environment, perceived health benefits positively impact willingness to pay a premium price. No significant impact was found between social image, perceived quality, and willingness to pay a premium price. This study provides recommendations and insights for strategies that would be useful for organic food manufacturers according to their business situation to maximize benefits and design reasonable pricing and communication strategies accordingly. It is hoped that the study will contribute to the field of organic foods. Moreover, the factors considered under this study on consumers' willingness to pay the premium price are unique and have not been considered under one conceptual framework in previous studies.
Factors Affecting the Adoption of Location-Based Mobile Application on Taxi Industry in Sri: in the Midst of Covid-19 Pandemic
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Bandula, S. D. P. M.; Thilina, D. K.
As a future growing marketing opportunity, mobile taxi applications are becoming more famous. The purpose of the research is to investigate personal factors that affect the taxi industry’s location-based mobile application. Further, it intends to provide practical implications to reduce the gap between applications and personal requirements. Primary data of the research was collected through a questionnaire. Secondary data was collected through websites, articles, and journals. The questionnaire consisted of five points Likert scale. A total of 243 respondents were selected as a sample to carry out the research. The convenience sampling method that comes under non-probability sampling was used when collecting data and SPSS software was used to analyze the data. Perceived usefulness, perceived ease of use, perceived enjoyment, and perceived mobility were considered dependent variables that affect the location-based mobile application adoption in Sri Lanka. The analysis found all the dependent variables significantly impacted the adoption of location-based mobile applications in Sri Lanka. The study is contributing to the Mobile taxi application industry. Hence the study will contribute to the knowledge in planning new taxi applications or improve existing mobile taxi applications.
Factors Influencing on Online Brand Trust in The Context of Online Shopping Sites in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Liyanaarchchi, L. A. M. S.; Wijesundara, Bimali
The COVID-19 pandemic has accelerated the shift towards a more digital world. As a result of this, online shopping sites were popular among customers. This study examines online brand trust and its influencing factors in the specific context of online shopping sites in Sri Lanka. Based on the literature review on online brand trust drivers, it was found that there is a research gap on online brand trust. Accordingly, six hypotheses are built to determine the relationship of word-of- mouth, online experience, security, perceived risk, brand reputation, and quality information on online brand trust. The hypothesis is being tested in terms of the mentioned variables on online shopping site users in Sri Lanka. The research study was quantitative, and the primary data were taken from the 300 online shopping sites users. Convenience sample techniques were used to select the respondents. Validity, reliability, normality, tests, and multiple regression analysis, assumption testing had been conducted. According to the study’s findings, security, online experience, quality information, and brand reputation appear to have a significant and positive relationship with online brand trust. This study provides an insightful understanding of the consumer’s online brand trust.
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.
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.
Impact of Brand Crisis on Brand Avoidance in Electronic Retailing Portal with the Mediating Effect of Brand Love and E-Brand Trust: with Special Reference to Fast Moving Consumer Good Consumption in Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Dabare, P. U. I.; Wanninayake, W. M. C. B.
The fast-moving consumer goods (FMCG) market is one of the most competitive and aggressive markets globally. Even though many branding concepts were investigated by the previous researchers, brand crisis and brand avoidance behavior were not sufficiently investigated in the local context. Therefore, the purpose of this study is to identify the impact of the brand crisis on brand avoidance with the mediating effect of brand love and e-brand trust within the FMCG purchases via e-retailing portal in Western Province, Sri Lanka. As this study is quantitative in nature, it has used structured survey questionnaires, identifying a sample of 325, which consist of online users especially referring to generation Y and Z, using a multistage mix sampling method. In terms of testing hypothesis, the researchers have followed Partial Least Square (PLS), and Structural Equation Modeling (SEM). The structural model's bootstrapping results demonstrated that brand crisis positively impacts brand avoidance, negative relationships in between brand crisis and e-brand trust, brand love and brand avoidance, e-brand trust, and brand avoidance. Since the study focuses only on the FMCG category within an online context, the generalization of findings is framed only for the given context. However, along with the mediation of e-brand trust, it has proved that e-brand trust prevents brand avoidance in FMCG online retailing in times of crisis.
The Impact of Brand Equity on Customer Satisfaction in Mobile Telecommunication Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Rashantha, K. D. D. U.; Kumara, D. W.
Modern organizations are looking for new ways to maximize their customers' satisfaction in today's highly competitive environment. Brand equity supports the organizations to maintain a good customer base. The mobile telecommunication industry is one of the highly competitive industries in Sri Lanka facing the challenge of maintaining their customer base. The purpose of the research is to examine the impact of brand equity on Customer Satisfaction in the Mobile Telecommunication Industry in Sri Lanka. This a quantitative study based on deductive reasoning. A comprehensive survey was conducted using a self- administered questionnaire to collect primary data. The convenience sampling method was used to select the sample. The conceptual framework was designed to accomplish research objectives, and relationships among its constructs (Brand equity, Customer Satisfaction) were hypothesized. Hypotheses were tested using correlation and regression analysis. Results indicated that brand equity positively influences consumer's satisfaction. The study further revealed a strong positive relationship between brand awareness and perceived quality with customer satisfaction. The Brand Loyalty and Brand Association having a positive relationship. The study's findings will benefit the industry players to get a competitive advantage, providing better customer satisfaction.