Marketing Management
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Item A comparative study of service quality and customer service in public sector and private sector commercial banks(2007) Wanninayake, W.M.C.B.; Dissanayake, D.M.R.The commercial banking sector in Sri Lanka has been rapidly growing in the last two decades. The entire banking sector consists of both private and public sector banks, and private sector banks have been diversifying tremendously compared to the public sector. The public sector banks are implementing restructuring strategies to face these competitive forces aroused by the private sector commercial bankers. However, the service quality improvements, differentiation of service marketing and continuous customer service enhancements are the critical successive factors in this industry. This study was based on both primary and secondary data. The primary data was collected from a sample survey that was conducted in six districts namely Colombo, Gampaha, Kurunegala, Anuradhapura, Kandy and Galle. Then, 300 respondents who are customers of banks having experiences in both public and private sector banks, were asked to answer the prepared questionnaires. The service quality and customer service were the major two variables of the above-mentioned research study. Finally, the study revealed that customers of public sector banks experienced a higher service gap compared to the private sector banks. However, the perceived satisfaction towards the public sector banks of rural area customers is higher compared to those of urban customers. The study identifies that the process efficiency and interactive service marketing are comparatively poor in public sector banks and yet customers feel a higher level of confidence on public sector banks than on the private sector. Researchers have presented some recommendations for public sector banks to develop service quality and customer service competitively.Item The impact of visual merchandizing on consumer store choice decisions in Sri Lankan Supermarkets(2007) Wanninayake, W.M.C.B.; Randiwela, P.The supermarket concept was initially started in Sri Lanka at 1980’s and the particular industry began to expand after the year 2000. The supermarket industry is at the growing stage of the Industry Life Cycle. The Visual Merchandising of supermarket outlets were focused in this study and major purpose was to examine the consumer reaction to the Visual Merchandising in supermarkets in Sri Lanka. This study was based on both primary and secondary data. The primary data were collected from the sample survey that was conducted in the area of Colombo, Kiribathgoda, Wattala and Maharagama. 200 respondents were selected for the sample. A questionnaire was designed to obtain customer’s attitudes regarding major variables of Visual Merchandising in their store choice decisions. Visual Merchandising was grouped into four variables namely Lighting, Design Layouts, Product Display and Cleanliness. The secondary data were collected from published sources. The study revealed that the influence emerged from Product Display and Cleanliness on consumer store choice decisions is very significant. The Lighting and Design Layouts moderately influenced their store choice behavior. The overall conclusion is that visual merchandising has significant impact on store choice decision of customers in Sri Lanka.Item Impact of Advertising Appeals on Brand Loyalty: Special reference to the Commercial banking Industry in Sri Lanka(International Business Information Management Association, 2011) Wanninayake, W.M.C.B.; Chovancova, M.Branding is a powerful tool and an intangible asset in marketing. It differentiates a product or a service from the competitors’ offerings in market place. The relationship between a consumer and a brand is a bond. Consumers offer their trust and loyalty expecting utility through consistent product performance. The competition among commercial banks in Sri Lanka is fierce. Various advertising appeals are made to encourage customers to switch their service provider. At the same time existing customers are frequently exposed to offers and counter offers from competing brands. Researchers viewed this issue investigating the impact of advertizing appeals like rational, emotional, moral, and celebrative endorsements to determine the brand loyalty of customers in commercial banks in Sri Lanka. The research carried out at a field survey among 200 respondents, who are loyal customers of five commercial banks, representing both public and private sectors. Respondents were located in Colombo and suburbs. Descriptive and inferential statistical methods were used to analyze the data and to test the hypothesis. Pearson correlation and multiple regressions were employed for the model building and to validate the research findings. Researchers found that stimulating rational appeals has a significant effect on brand loyalty than other appeals. Mean value of rational appeals was 3.92 and it belonged to a highly significant category. Central tendency measurements of other three advertising appeals were in low impact score category. Multiple regressions coefficient (R) of the four independent variables and the customer loyalty towards commercial banks was 0.708 and the R2 was 0.501. Correlation coefficient between Brand loyalty and rational appeals was 0.684. High correlation among the advertising appeals implied that customers consider all the appeals of advertising message to make rational justification about their loyal brands. Researchers have recommended some branding strategies to develop the advertising message to make a strategic sense for sustainable growth of commercial banks.Item The Impact of Customer Relationship Management Strategies on Customer Brand Loyalty in Telecommunication Industry, Sri Lanka(2011) Randeni, R.K.S.P.; Wanninayake, W.M.C.B.Telecommunication corporations are in a constant race to increase profits, retain their customers and gain new customers like never before. Customer Relationship Management (CRM) is aimed at building strong long-term relationships that keep customers coming back. It aims at helping organizations to build individual customer relationships, so that both the company and the customer get the most out of the exchange. The ultimate outcome of CRM is to develop customer loyalty towards organizational brands. The primary objective of this study was to examine the relative impact of CRM strategies on customer brand loyalty in the telecommunication industry. The study was based on primary and secondary data. The primary data was collected through a survey that was conducted within the Colombo city limits as well as in the Gampaha and Kaluthara districts, which are high consumption areas in Sri Lanka. According to the stratified sampling method, a structured questionnaire was distributed among sample of 160 respondents who currently utilize telecommunication services. Five hypotheses were formed on CRM strategies and central tendency, standard deviation, peason correlation testing, multiple regression analysis etc. were used as data analysis techniques. The findings revealed that CRM strategies have a significant impact on customer loyalty in terms of personalization and interactive management. In other words using customized service systems, paying individual attention to customers, providing necessary service information, proper after-sales services and feedback services of suppliers enable to increase their customer loyalty in the telecommunication sector. Finally, researchers have recommended some CRM strategies and practices to enhance customer loyalty towards telecommunication brands to make a strategic sense towards sustainable growth.Item Antecedents of Customer Base Brand Equity: Empirical Evidence from Beer Industry in Sri Lanka(2011) Wanninayake, W.M.C.B.; Chovancova, M.Brand equity is strategically crucial element in the marketing programme in any organization. Even though it is strategic element of branding, it is difficult to measure. Previous researchers have made considerable attempt to develop constructs and tools to measure brand equity, but there is no universally accepted way to measure it. Most of the researchers have argued that antecedents and dimension of brand equity can be varied in different industries and different contexts. Therefore researchers have addressed this issue with considering antecedents of brand equity in the beer industry in Sri Lanka. The main objective of the study is to identify the most significant antecedents of brand equity in Sri Lankan beer market. Aaker’s well-known brand equity model was used for developing conceptual framework. Survey method was used to gather primary data from 250 selected customers in age group 18 to 35 years by administrating detailed questionnaire. Structural equation Modeling was employed to investigate the causal relationships among the four dimensions of brand equity and overall brand equity in respective industry. Reliability test was carried out and Cronbach’s Alpha values of every question items were found that a good interring reliability exist with the data. The results indicated that brand association and brand loyalty has direct relationship with brand equity of Sri Lankan beer market and perceived quality and brand awareness has indirect relationship. Therefore this paper shows that brand managers and marketing planners of beer manufacturers should consider the relative importance of brand equity dimensions in their overall brand equity evaluation, and should concentrate their efforts primarily on building brand loyalty and image.Item The Impact of Brand Personality on Customer Patronizing Behavior: with special reference to the supermarket industry in Sri Lanka(2012) Wanninayake, W.M.C.B.; Chovancova, M.In the field of service marketing, satisfying customer is relatively difficult than marketing practices of physical products. There are many factors considered by the service marketers in order to make the customer satisfaction and loyalty. Brand personality of the service companies are recognized as a key platform for development of loyal customer base for their organizations. When it comes to the modern retailing, self service supermarkets highly concern about branding strategies for attracting their customers towards their outlets. Hence, in this study, researchers attempted to investigate on "The impact of brand personality on customer patronizing decisions in Sri Lankan supermarkets." Further, literature provides sufficient evidence to support the empirical gap existing in Sri Lankan context. The main objective of the study is to identify the influenced made by brand personality on customer patronizing decisions and recommending strategies of the local supermarkets chains to create and maintain customer loyalty. Further specific objectives were developed to examine individual impact of brand personality dimensions and five hypotheses were formulated to determine the relationship among key constructs. Survey method was used to gather primary data from 240 randomly selected customers of three main supermarket chains located in Colombo city limits. Reliability test was carried out and Cronbach's Alpha values of each construct was found that a good interring reliability exist with the data. The results indicated that there are positive relationship between brand personality and customer patronizing decisions in Sri Lankan supermarkets. The results provide evidence to accept four hypotheses and reject one hypothesis. Finally researchers have emphasized some implications to retail marketers to develop their branding strategies in competitive markets.Item Exploring the Impact of CRM Strategies on Customer Loyalty: With Special Reference to State-owned Commercial Banks in Sri Lanka(2012) Wanninayake, W.M.C.B.; Chovancova, M.CRM is aimed at building strong long term relationships that keep customers coming back repeatedly. It aims to help organizations building individual customer relationships in such a way that both the firm and the customer get the most out of the exchange, providing both parties to long term benefits. Hence, in this study, researchers attempted to investigate on "The impact of CRM strategies on customer loyalty in the context of state- owned commercial banks in Sri Lanka." Further, literature provides sufficient evidence to support the empirical gap existing in Sri Lankan context. The main objective of the study is to identify the influenced made by CRM strategies on customer brand loyalty and recommending strategies for state-owned commercial banks to develop loyal customer base. The five hypotheses were formulated to determine the relationship among key constructs. Survey method was used to gather primary data from 160 randomly selected customers of two state- owned commercial banks located in Colombo city limits. Reliability test was carried out and Cronbach's Alpha values of each construct was found that a good interring reliability exist with the data. The results indicated that there are positive relationships between CRM strategies and customer brand loyalty towards state- owned commercial banks in Sri Lanka. The results provide evidence to accept three hypotheses and reject two hypotheses. Finally researchers have emphasized some implications to bank marketers to develop their CRM strategies in competitive markets.Item Exploring the Impact of Consumer Impulsiveness on Cognitive Dissonance: An Empirical Study(Faculty of Economics and Administration. Czech Republic, 2012) Wanninayake, W.M.C.B.; Chovancova, M.Impulsive buying is a common phenomenon in consumer behavior and previous studies found that it has a direct bond with cognitive dissonance. However, the nature of the relationship could not be generalized to each circumstance. In this study, researchers viewed this issue by investigating degree of cognitive dissonance in impulsive purchasing and planned buying and assessed the impact of consumer impulsiveness on cognitive dissonance by paying special attention to the mode of payment. The study was conducted among randomly selected 345 customers who made both planned and impulse purchasing from three main supercenters and two fashion houses located in Colombo, Sri Lanka. Questionnaires were designed based on scales that were already validated in the previous studies. The reliability of scales was measured by Cronbach’s Alpha coefficients. The paired samples t test, multiple regression analysis and independent sample t test were used for the data analysis and testing hypotheses.Item Impact of Key Purchasing Determinants on Purchase Intention of Hybrid Vehicle Brands in Sri Lanka, an Empirical Study(Social Statistics Students’ Association, Department of Economics, University of Kelaniya, 2015) Karunanayake, R.K.T.; Wanninayake, W.M.C.B.According to Researchers knowledge this is the first research on purchase intentions of Hybrid Vehicles in Sri Lanka. This research has been done to determine the purchase intention of Hybrid Vehicles in Sri Lanka. This research article focuses mainly on determining the links between customer’s environmental attitudes, subjective norms, price perception, preferences, knowledge, perceived risk, intentions as well as expectations of the customers given to the environment while buying a hybrid vehicle. The research survey questionnaires were developed to get information for each and every aspect mentioned in the objectives. To go deep in to the study areas researcher referred secondary data sources such as other research studies that were done in Tokyo Japan and India. The data for the present work has been collected personally by the researcher as well as helps has been taken from others in getting structured non- disguised questionnaire filled properly. By using the snowball sampling, 200 survey questioners were distributed and 150 useable responses were taken in to this research. All the responses were collected online and taken them to one data base for the purpose of analyzing. For this study, respondents who were identified as “being in the market” and other potential respondents who intended to purchase cars in the near future. After the analysis has been done researcher has identified the impact of predetermined variables over buying intention of Hybrids vehicles in Sri Lanka. As per the results, researcher has also come up with the managerial implications of the study and recommendations.Item The Attitudes of Customers towards Green Investments(2009) Wanninayake, W.M.C.B.; Herath, H.M.R.P.Wth the arrival of societal Marketing concept to the business environruent, Green Investment has g?ine!-much importance than it had. The societal marketing concept says rhil an organization should deliver the desired satisfaction of the customer in a way thit preserves or enhctnces the consumers' and the socie_ly's well-being. Investment in green sh-ares gives relaliveh,high rates ,.freturn- qs a sort of highly socially responsible investment. In the western countries q domestic growth in green investments introductions at the beginning of the 1990's and currently the market for green investments has been expanded rapti-ly. tn ile "us,a, one out of eight tLS dllturs invested in Green shares. The Sri Lankan market ii Cieen Investments, still not have reachecl to that level of western countries,-but_sr(uatly it has been improved than earlier years. Onbt a.fstv organizations can befomtd in sri Lanka thosewho engage in tropicalforestry. This paper deals with an evalaation of afiintctds of poten-tial "urto*", clientele towards the Green Investmen-ts, specially invest on tropical forgstry. The study was based on secon4ary da1a. and p-'lyory data. Primary data were collected by conducting a representative survey of interviewing 200 respondents through.a structured questionnaire. Tie sample elements were selected using convenience sampling teclniques descriptive statistics were used to analyze gathered clata. Findings showed that only a less percentage of interviewed customeri hid Jhvorable attitudes tgwards invest in tropigal for_eltry and furiher it was revealed that the willingness to invest in forestry is afunction ofvariables of edtlcatrion level, income, environmental awireness, nature of promotions and expected proJits. Based on the results, conclusions are drawn regarding marketing strategies to improve their market in the marketer's point of view.