ICBI 2017
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/18303
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Item Service Marketing Mix and Customer Satisfaction: An Empirical Study on Motor Insurance Industry in Sri Lanka.(8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2017) Koththagoda, K. C.; Weerasiri, R. A. S.The insurance industry is one of the fasters growing service sector in Sri Lankan context. When marketing this service, due care is to be taken in the quality of the service and customer satisfaction in order to enhance the customer loyalty towards the service. Therefore, it is very much important to blending all the 7Ps of service marketing in their marketing management activities to retain the existing customers as well as to attract potential ones. This study aims to test the impact of extended marketing mix towards customer satisfaction with related to the motor insurance industry in Sri Lanka. The target population of the study was the customers of five insurance companies those are residing in Western province. The sample size was determined as 300, and convenience sampling method was applied to collect data from the respondents with a structured questionnaire. Multiple regression statistics were used to identify the relationship between the elements of services marketing mix and customer satisfaction. Findings revealed that price, promotion, process, people and physical evidence have a positively significant effect towards the consumer satisfaction. Product and place were found having no significant impact on customer satisfaction. Results provide real insight for decision-makers to understand what actually influenced for customers to turn towards insurance industry in Sri Lankan context.Item Effects of Experiential Marketing towards Customer Satisfaction: With Special Reference to Online Fashion Stores in Sri Lanka.(8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2017) Rathnayaka, R. M. U. R. K.With the extensive technology development which has undertaken by the world, a rapid growth of internet penetration can be seen and as a result of that, E-Commerce has become a major platform for both buyers and sellers in the world, where it enables them to meet virtually and complete their commercial transactions within a minute. In Sri Lanka, it shows a significant growth in online shopping of fashion items. The purpose of the current study is to determine the effects of Experiential marketing variable (which has sub five variables, namely, feel, think, act, relate and sense) towards the customer satisfaction with reference to online fashion stores in Sri Lanka. Primary data collection has conducted to collect data from 150 sample respondents and the valid data was analyzed using both descriptive analyses as well as the multiple linear regression analysis in order to test the hypotheses. According to the study findings, it has shown that, experiential marketing has a significant effect towards customer satisfaction while Feel experience, Think experience, Act experience and relate experience show a significant effect towards the customer satisfaction.