9th Student Research Conference in Marketing (SRCM) - 2025

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29644

Browse

Author: search.filters.author.Bandara, B. S. S. U.Subject: search.filters.subject.Sensory Marketing

Search Results

Now showing 1 - 2 of 2
  • No Thumbnail Available
    Item
    Investigating the Mediating Effect of Emotional Branding on the Relationship Between Customer Shopping Experience and Customer Loyalty: A Study on Modern Trade in the Western Province, Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Nalanda, W. W. C.; Bandara, B. S. S. U.
    This study examines the mediating role of emotional branding in the relationship between customer shopping experience and customer loyalty in Sri Lanka’s modern trade sector, specifically within the Western Province. While existing literature highlights the significance of customer shopping experience and emotional branding, limited research explores their combined influence on customer loyalty in this context. Addressing this gap, the study investigates how emotional branding transforms shopping experiences into long-term customer loyalty, particularly considering factors such as staff behavior, store ambiance, and brand interactions. The findings contribute to retail marketing literature and offer practical insights for businesses aiming to build emotional connections, enhance customer satisfaction, and sustain competitive advantage in Sri Lanka’s evolving retail sector. A quantitative research approach was adopted using a deductive methodology. Data were collected through a Google Survey distributed via social media platforms (WhatsApp, LinkedIn Messenger) targeting customers in the modern trade sector within the Western Province of Sri Lanka. A total of 400 responses were gathered, of which 385 were valid and analyzed. The study employed IBM SPSS Statistics 23 for data analysis, utilizing descriptive statistics, multiple regression analysis, and Sobel mediation tests to assess relationships among key variables and test research hypotheses. This structured approach ensured statistical rigor and provided valuable insights into the mediating effect of emotional branding on customer shopping experience and loyalty. Findings reveal a strong positive relationship among the examined variables. Enhanced customer shopping experiences significantly contribute to customer loyalty, while emotional branding plays a crucial role in strengthening this relationship by fostering deeper emotional connections with customers. Moreover, mediation analysis confirmed that emotional branding significantly mediates the impact of customer shopping experience on customer loyalty, reinforcing its critical role in driving repeat patronage. These results highlight the importance of sensory-rich retail environments, personalized services, and strategic emotional branding in influencing consumer behavior. The findings further validate prior research, emphasizing the power of emotional connections in cultivating long-term customer relationships. However, this study is limited to the modern trade sector within the Western Province of Sri Lanka, restricting generalizability to other geographical locations and alternative retail formats (e.g., traditional trade and e-commerce). Additionally, convenience sampling may introduce biases, potentially affecting the representativeness of the data. Although the sample size is statistically adequate, self-reported data may be subject to response biases. The study offers theoretical contributions by reinforcing the role of emotional branding in fostering customer loyalty through emotional engagement. Practically, it underscores the importance of embedding emotional branding into a retailer’s identity, aligning emotional values with customer expectations, and creating immersive shopping experiences. Key managerial insights suggest that retailers should focus on multi-sensory experiences, data-driven personalization, and consistent omnichannel strategies to enhance emotional engagement. Furthermore, training employees in emotional intelligence and empathy is crucial for delivering emotionally impactful interactions with customers, ultimately enhancing shopping experiences and driving long-term loyalty.
  • Thumbnail Image
    Item
    Factors Influencing Consumer Visiting Intentions Toward Small and Medium-Scale Fashion Outlets in Sri Lanka’s Western Province
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Madhumali, A. P. D. K.; Bandara, B. S. S. U.
    This study examines the factors influencing consumer visiting intentions toward small and medium-scale fashion outlets in Sri Lanka’s Western Province. Despite offering unique and localized products, these outlets face challenges in competing with large-scale retailers due to limited brand presence, marketing reach, and operational constraints. Addressing this practical and empirical gap, the study explores how visual and non-visual merchandising, store location, parking facilities, fashion trends, and promotional activities impact consumer decisions. By understanding these factors, small and medium-scale outlets can develop strategic measures to attract foot traffic and enhance competitiveness within Sri Lanka’s fashion retail industry. A quantitative research design was employed to systematically analyze the variables influencing consumer visiting intentions. Data were collected from 384 respondents residing in Sri Lanka’s Western Province, all of whom had visited small and medium-scale fashion outlets within the past three months. A structured questionnaire was designed based on a conceptual framework, incorporating store location, merchandising strategies, parking availability, promotional efforts, and alignment with fashion trends as key independent variables. A convenience sampling method was used to reach a diverse yet relevant respondent pool. IBM SPSS Statistics 25 was utilized for descriptive analysis, correlation assessment, and multiple regression modeling to examine the relationships between the identified variables and consumer visiting intentions. Findings indicate that all examined factors significantly influence consumer visiting intentions, with visual and non-visual merchandising emerging as the most impactful determinant. This underscores the importance of aesthetically appealing store layouts, window displays, and in-store ambiance in attracting and retaining customers. Fashion trends also played a critical role, reinforcing the need for trend alignment to cater to evolving consumer preferences. Additionally, practical factors such as store location and parking facilities were found to enhance shopping convenience, contributing to positive visiting intentions. While promotional activities were less influential than merchandising and fashion trends, they still played a meaningful role in generating awareness and increasing foot traffic. These findings align with existing literature on sensory marketing and consumer behavior, affirming the importance of creating engaging shopping experiences in an increasingly competitive retail landscape. Despite its contributions, the study acknowledges several limitations. The focus on the Western Province may limit the generalizability of findings to other regions in Sri Lanka where cultural, economic, and demographic variations may influence consumer behavior differently. Additionally, convenience sampling, while practical, may introduce selection bias, potentially affecting the reliability of the results. The use of self-reported data may also be susceptible to response biases. This research holds significant theoretical and practical implications. Theoretically, it contributes to consumer behavior and retail marketing literature by examining consumer visiting intentions within the context of small and medium-scale fashion outlets, a segment often overlooked in favor of large-scale retailers. The findings validate the role of sensory marketing strategies, such as visual and non-visual merchandising, in shaping consumer preferences while emphasizing the importance of operational factors like store accessibility and parking availability. From a practical perspective, the study provides actionable recommendations for small and medium-scale fashion retailers to enhance consumer engagement and competitiveness. Investing in dynamic visual merchandising practices, such as well-designed window displays, strategic lighting, and intuitive store layouts, can create more inviting shopping experiences. Additionally, aligning product offerings with evolving fashion trends can improve relevance and customer retention. Enhancing store accessibility and parking convenience is also crucial in increasing foot traffic and improving customer satisfaction. Promotional activities, particularly those centered around discounts, loyalty programs, and in-store events, can further incentivize customer visits. Beyond individual retailers, the study underscores the broader economic significance of supporting small and medium-scale fashion businesses, which primarily sell locally produced goods and contribute to entrepreneurship and employment. Strengthening their market position can drive regional economic growth while offering consumers diverse and accessible shopping options. Future research could expand on these findings by incorporating other provinces in Sri Lanka to develop a more comprehensive understanding of consumer behavior across varied retail environments. Additionally, employing qualitative research methods, such as focus groups and in-depth interviews, could provide richer insights into consumer motivations and perceptions. Future studies may also explore emerging technologies, such as digital marketing, social media influence, and e-commerce platforms, in shaping consumer visiting intentions in the evolving retail sector.