9th Student Research Conference in Marketing (SRCM) - 2025
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29644
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Item Sensory Marketing on Customers Revisit Intention: Special Reference to Hospitals in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Mihirani, B. K.; Patabendige, S. S. J.; Madushika, R. A. L.This research investigates the impact of sensory marketing on customer revisit intentions in hospitals in Sri Lanka. Sensory marketing, which engages consumers’ five senses, Visual, Auditory, Olfactory, Tactile, and Gustative has been widely explored in the retail and hospitality sectors but has yet to be researched in hospitals, particularly in Sri Lanka. The study addresses this gap by examining how sensory stimuli influence patient behavior. As service providers, hospitals should adopt patient-centred approaches to improve satisfaction and encourage revisit intentions. By focusing on sensory marketing dimensions (Visual, Auditory, Olfactory, Tactile, and Gustative) and their impact on revisit intentions, this research contributes to the broader literature on sensory marketing and consumer behavior in healthcare. A quantitative research methodology was used in a structured questionnaire distributed to 386 hospital users across Sri Lanka. Sampling ensured a diversity of responses, and validated scales were used to measure sensory marketing elements and their effects on revisit intentions. Data analysis included descriptive statistics, correlation, and regression techniques through IBM SPSS 30 statistical software to assess the relationships between sensory marketing dimensions and revisit intentions. The findings indicate that sensory marketing significantly influences revisit intentions in hospitals, with tactile and gustatory marketing emerging as the strongest predictors. Visual marketing factors such as interior design, lighting, and signage also positively influenced patient satisfaction and revisit intentions. Auditory marketing, including relaxing background music and ambient sound, improved the overall patient experience, revealing that stress is less pleasant. Olfactory marketing, through pleasant aromas in hospital environments, contributed to comfort and satisfaction and indirectly encouraged repeat visits. Tactile marketing elements, such as comfortable seating, soft textures, and interactive displays, directly influenced repeat visit intentions by enhancing patient engagement. These results are consistent with the existing literature on sensory marketing, highlighting its specific implications in healthcare. The study also faced several limitations. It focused only on hospital users, limiting the generalizability of the findings to public healthcare settings. The use of convenience sampling may have introduced bias, as the sample may not be fully representative of the diverse population of individuals in Sri Lanka. In addition, the cross-sectional design limits our understanding of the long-term effects of sensory marketing on individual loyalty. Furthermore, key variables such as price, affordability, and accessibility, which also influence revisit intentions, were not included. Future research could address these gaps by incorporating longitudinal designs and examining additional variables. Theoretically, this study extends the application of sensory marketing theories to hospitals. It demonstrates that sensory stimuli can improve patient experience and drive return visits. In practice, the findings suggest that hospitals can improve patient experience and revisit intentions by investing in sensory elements. Strategies include using aesthetically pleasing environments, using relaxing sounds and scents, ensuring comfortable tactile interactions, and specially offering quality food service. These measures can create distinctive characteristics that differentiate hospitals in a competitive hospital marketplace and provide hospital marketers and administrators with actionable insights to create patient-centric environments that foster loyalty to return.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.Item The Impact of Auditory Environment on Customer Revisit Intention in Wellness Hotels in Sri Lanka. with The Mediating Role of Customer Emotional Experiences.(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Wijenayake, S. T.; Karunanayake, R. K. T. D.This study examines the role of social media influencers in mitigating post-purchase dissonance in Sri Lanka’s brand-new mobile phone market, with a focus on the moderating effect of consumer income levels. Addressing a critical gap in existing literature, the research evaluates how key influencer attributes—attractiveness, trustworthiness, and expertise shape consumers' post-purchase perceptions. By integrating Source Credibility Theory and Social Exchange Theory, the study provides new insights into influencer marketing in emerging markets and offers strategic implications for targeting income-diverse consumer segments. A quantitative research design was employed, utilizing structured surveys distributed to 390 respondents from urban, suburban, and rural areas across Sri Lanka. Regression analysis was conducted to assess the relationships between influencer characteristics, income levels, and post-purchase dissonance. The results provide strong empirical support for the study’s hypotheses. Key findings reveal that expertise and attractiveness significantly reduce post-purchase dissonance, reinforcing prior research on Source Credibility Theory. However, trustworthiness did not exhibit a significant impact, as consumers remained skeptical of influencers frequently promoting brand-sponsored content. Moreover, consumer income level moderated these effects, with lower-income consumers experiencing greater post-purchase dissonance due to their heightened sensitivity to financial risks. These insights highlight the need for tailored influencer marketing strategies that consider income-based segmentation. Despite its contributions, the study is limited in scope to Sri Lanka’s mobile phone industry, raising concerns about its generalizability to other sectors. Additionally, reliance on self-reported data may introduce social desirability bias, and the absence of qualitative insights from influencers and brands restricts a deeper understanding of influencer marketing strategies. From a theoretical perspective, this study expands social media influencer marketing literature by contextualizing its impact in an emerging economy, particularly within the interaction of influencer attributes and consumer income levels. Practically, the findings offer valuable insights for marketers and policymakers, emphasizing the importance of authentic, engaging, and informative influencer content to reduce post-purchase dissonance. The research also provides a conceptual framework for future studies in developing markets, encouraging further exploration of income-based segmentation strategies influencing marketing.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.