Marketing Management

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/218

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    Customer Shopping Value on Brand Loyalty: Mediating Role of Customer Satisfaction: A Study on E-Commerce Industry in Western Province, Sri Lanka
    (2024) Madushika, R. A. L.; Dissanayake, D. M. R.; Udovita, Viduni
    This study explores the impact of customer shopping value on brand loyalty within Sri Lanka's burgeoning e-commerce sector, emphasizing the roles of utilitarian and hedonic values. Utilizing a positivist philosophy and deductive approach, authors have collected and analyzed data from 384 respondents in the Western Province. The findings confirm that both utilitarian and hedonic values significantly influence brand loyalty, with customer satisfaction mediating this relationship. The study highlights the need for e-commerce managers to prioritize both functional and experiential aspects of shopping to foster loyalty. Future research should expand this investigation across various industries, demographic groups, and technological contexts, considering additional mediating and moderating factors such as trust, security, sustainability, and corporate social responsibility. These insights will help develop targeted strategies to enhance customer satisfaction and brand loyalty in diverse settings.
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    Revitalising Export Orientated SMEs of Sri Lanka with Trade Credit Insurance
    (2024) Jayaweera, Asha; Bhaumik, Amiya; Liyanage, Chatura
    Financial losses due to unsettled receivables from commercial debtors, which expose them to enhanced credit risk, pose a serious challenge to the profitability and expansion of export-orientated small and medium enterprises (SMEs) the world over. Trade credit insurance is a specialised insurance product that aims to mitigate credit risk by protecting the account receivables of businesses involved in international trade. However, the adoption of trade credit insurance amongst export-orientated SMES remains strikingly low. The purpose of this paper was to examine the effectiveness of the use of trade credit insurance in raising the profitability levels of export-orientated SMEs, the reasons for its low adoption rate, and strategies to encourage enhanced utilisation of it among SMEs. The quantitative methodology was employed by way of a survey in conducting this study, which included a sample of 345 managers or owners of export-orientated SMEs in Sri Lanka. Descriptive analysis revealed that 20.9% of the respondents were unaware of the existence and benefits of trade credit insurance, and only 63.2% were utilising trade credit insurance. Ordinal logistic regression analysis revealed that SMEs that employed trade credit insurance in mitigating trade credit risk showed significantly higher growth in profitability in comparison to those who did not. Therefore, to revitalise the export-orientated SMEs and enhance their contribution towards the economic prosperity of the country, it is recommended to increase awareness of trade credit insurance among them and strengthen their risk management culture while improving the service quality of service providers.
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    Impact of Environmental Knowledge on Green Purchase Intention: Examining the Mediating Effect of Young Business Executives’ Attitudes Towards Green Products in Developing Country Contex
    (2023) Cooray, W. H. H.; Patabendige, S. S. J.; Mirando, U. J.
    Green purchasing behavior, characterized by acquiring and consuming environmentally friendly products, has gained significant attention in recent years. However, scholars posit that transitioning to "going green" necessitates a fundamental shift in consumer behavior patterns. This study aims to enhance the understanding of green purchasing behaviour among young business executives (aged 24-39) in Sri Lanka's Western Province. It investigated the combined influence of environmental knowledge (both subjective and objective) and attitudes towards green products on green purchase intention. Specifically, the study examined the direct relationship between subjective and objective environmental knowledge with green purchase intention and the potential mediating effect of attitudes toward green products on this relationship. Employing a survey-based methodology, questionnaires were distributed through a convenient sampling technique to the target population within the Western Province. Data analysis utilized correlation and regression techniques via SPSS 26 software. The findings reveal that objective environmental knowledge exerts a greater influence on green purchasing decisions than subjective environmental knowledge. It is also found that more than environmental knowledge directly translating into green purchasing intention, it is the attitudes of the decision-makers toward the environment that act as a conduit. These findings, therefore, yielded valuable insights for marketers and others interested in promoting green consumption, empowering them to make informed decisions and develop effective strategies.
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    Impact of supply chain agility on customer value and customer trust: Moderating effect of price sensitivity in healthcare industry
    (2024) Mirando, U. J.; Herath, H. M. R. P.
    This study investigates the impact of supply chain agility on customer value and customer trust while investigating the role of price sensitivity as a mediating variable in the healthcare industry. A quantitative methodological approach was used. This was crosssectional descriptive research based on a survey method, and data were collected using a structured questionnaire. The sample consisted of 384 respondents who had already used healthcare facilities. The sampling technique was convenience sampling and collected data were analyzed using structural equation modeling. The study indicated that supply chain agility positively impacts customer value and customer trust, while there is no moderation role of price sensitivity in the healthcare industry. Previous scholars revealed that there is a strongly available association between supply chain agility and customer value. But no attempt was undertaken to investigate the impact of supply chain agility on customer trust while moderating the role of price sensitivity.
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    Security matters: Empowering e-commerce in Sri Lanka through customer insights
    (2024) Jayathilaka, Ruwan; Udara, Isuri
    n the fast-paced, post-COVID digital world, e-commerce presents promising prospects for significant advancement. However, customers often feel uncertain due to persistent concerns about the robustness of security measures safeguarding e-commerce platforms. The primary objective of our study was to identify factors affecting the security of e-commerce platforms based on the perceptions of Sri Lankan customers. This research was conducted using data collected from Sri Lankan e-commerce users via both online and offline surveys. An ordered probit regression model was utilised, demonstrating that transaction security, privacy, vendor system security, and platform quality positively impact the perceived security of e-commerce. The e-commerce industry in Sri Lanka is expected to see growth and an increased user penetration rate. The findings of this study are anticipated to assist e-commerce business owners and policymakers in addressing critical security issues, namely vulnerabilities in transactional security, low privacy, inadequate system security, and poor e-commerce platform quality. These improvements are expected to build trust and credibility among consumers, maximising e-commerce success.
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    A Conceptual Review on Impact of Green Practices on Green Brand Equity: With the Moderating Effect of Consumer Traceability Knowledge
    (Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Fernando, A. L.; Dissanayake, A. G. M. D. C.
    A rapid increase in the implementation of green practices can be observed by companies to support sustainability objectives with the rise of environmental concerns. In today's cutthroat market, green brand equity (GBE), which represents a brand's perceived environmental friendliness, has emerged as a crucial component. Consumer traceability knowledge, which measures how well customers can track the environmental impact of a brand's products, is still not well understood in the context of GBE. Even though previous researchers have focused on the relationship between green practices and green brand equity, this research specifically seeks to determine the moderation effect of consumer traceability knowledge between the variables of green practices and green brand equity. The deductive research approach is adopted by the researcher, which is a formal and top-down way of conducting research based on existing literature. The researcher gathers primary data through a questionnaire to test the research study, hypothesis, and constructs. The researcher intends to use SPSS 25 to analyses the data, applying the hypotheses to the simple regression analysis and the Hayes process model. This study expects to yield several expected findings. One of the main anticipated results is that a company's green brand equity and the implementation of green practices are positively correlated. It is anticipated that the study demonstrates how consumer traceability awareness modifies the link between green practices and green brand equity. This study underlines the critical function of Consumer Traceability Knowledge as a moderator and the value of Green Practices in boosting GBE. It underlines the significance of transparency in building positive consumer views and offers insightful information for firms looking to develop sustainable brand equity. This study advances green marketing and sustainability strategies by thoroughly analyzing these dynamics, empowering businesses to successfully negotiate the shifting consumer environment of eco-consciousness.
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    Frugal Innovation and Core Characteristics: A Systematic Literature Review
    (Scope, 2023) Velananda, Y.L.; Dissanayake, D.M.R.; Wickramasinghe, C. N.
    Making products that cater to the requirements of emerging and new markets may help businesses all around the world. The concept of frugal innovation has resulted in many successful products for various markets that save money, focus on the most critical aspects, and perform well. According to the literature study, organizations must have a frugal mindset to come up with frugal innovations. For this qualitative study, the SPIDER methodology was employed. Businesses must learn to think frugally to come up with innovative ideas on a limited budget. A comprehensive review of the literature was undertaken to identify the most important aspects influencing people's decisions on frugal innovation initiatives at work. The review of relevant literature yielded important parameters. The goal of this study was to establish an understanding of what frugal innovations mean to different researchers, and what characteristics are essential for launching and sustaining frugal innovations. The conclusions of this study have implications for academic research on frugal innovations and the frugal attitude, as well as for businesses seeking new ways to save money and expand their market opportunities while capturing an unserved market with frugal innovations. This paper examines the core characteristics of frugal innovation: Affordability, optimized for performance level, concentration on core functionality, simplicity, high quality, eco-friendly, and sustainability. The main research strategy used was the systematic literature review with some attention given to cases and practices based on the Sri Lankan context. The paper discusses different scenarios and cases guiding future research directions. It concludes research avenues by highlighting future research directions for extended studies.
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    E-Learning Capability Maturity During Covid 19 Pandemic -A Qualitative Approach
    (QUALITY Access to Success, 2021) Herath, H.M.R.P; BANO, Yasmeen; Vasantha, S.
    Background of the study: Learning system that had been previously carried out through face to face approach inside the class room switched to the online learning activities during the pandemic and the most common online methods of e – interaction are Webinars, via sharing online materials in Learning Management Systems and social media platforms such as Whatsapp. Tirziu&Vrabie (2015) stated that online learning has become a standard component of various courses, which improve students’ attitudes and learning capability and make them to become more competent therefore, it is important to explore online learning capabilities that students have developed among themselves as a result of extensive exposure to online learning during COVID-19 epidemic. Objectives: This paper is based on above explained background therefore aimed to explore- learning capabilities that students have developed among themselves during the COVID19 pandemic. Methodology - Semi-structured interviews were conducted from 30 selected respondents based on a developed interview guide. A thematic analysis was then carried out with the interview transcriptions and coding was done based on a tree coding strategy. Altogether eight themes were found as a mix of priori and in-vivo coding. Findings: this study found various e- learning capabilities developed in students during the COVID-19 pandemic and revealed that online learning capability enhanced the students’ motivation and confidence level. Students have become more aware and familiar about digital learning tools. The study also revealed that how the e-learning capability has been developed during the pandemic and found that there are various factors that helped students to enhance their e-learning capability. Conclusion: This study is focused on identifying e-learning capability among the final year MBA students. Based on the result, it is concluded that students have developed various capabilities such as interpersonal capability, communication, confidence, attitude and cooperative learning. Further, the study also revealed the various approaches that help to identify the e-learning capability during the COVID-19 pandemic. the study concluded that e- learning capabilities have been significantly developed in during the COVID-19 pandemic and they have become more familiar with the digital learning tools. It helps to create the user friendly environment that motivates and increases their confidence.
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    Multi-actor value co-creation in community-based tourism
    (2022) Fernando, Madhuri; Leckie, Civilai; Jopp, Ryan; Daronkola, Hassan Kalantari; Johnson, Lester W
    Community-based tourism (CBT) is an alternative tourism approach appraised for its contribution to uplifting the social-economic well-being of the host community. The uniqueness of this approach is that, unlike other tourism approaches, the host community is comprised of a range of tourism stakeholders who play various roles as tourism service suppliers, employees, and members from the local community integrating resources with tourists in co-creating value. However, the extant literature on value co-creation concentrates on the tourist-host dyad to explore the phenomenon. Therefore, there is little insight into value co-creation and its consequences in a multi-actor context where service encounters occur between tourists and multiple host community actors. Taking Phillip Island, Australia, as a case study of CBT destination, this paper reveals how micro-level actors coordinate value co-creation as resource integrators. Finally, addressing the phenomenological nature of value in service-dominant logic (SDL), positive and negative value perceptions for the actors were also explored. The paper thus sheds light on value co-creation activities and their consequences from multiple actor roles within the CBT ecosystem.
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    Knowledge Management Orientation: A Synthesized Window for Future Research
    (South Asian Journal of Business Insights, 2021, 2021) Jayampathi, E.K.; De Alwis, C.; Razi, M.J.M.
    The knowledge management behavior of an organization is discussed under the concept of knowledge Management Orientation (KMO). As one of the most important strategic resources of an organization, there is a growing ...