Students’ International Conference on Business (SICB)
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Item The Impact of After Sales Service Quality on Customer Brand Loyalty: With Special Reference to Construction Machinery Industry in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Pushpakumara, J.; Wanninayake, W.M.C.B.In Sri Lanka construction is the 4th largest sector with contributing 6-7% to GDP over past decade and provides employment to 4-5% of labour force. Construction industry mainly depends on construction machineries and there is no heavy construction machinery manufactures in Sri Lanka. Therefore, separate business sector has been developed for importing and distributing construction machineries. However, only few brands are dominating the market with strong CRM strategies and effective aftersales services. However there is no sufficient evidence whether effectiveness of after sales services has significant influence on the brand loyalty of construction companies towards heavy construction machinery brands in Sri Lanka. With the aforesaid background, the present study is focused on the assessing the impact of after sales service quality of heavy machinery providers on brand loyally of their clients towards heavy machinery brands. This study has been designed as quantitative research based on the positivism research paradigm. Both primary and secondary data will be collected for the study. Secondary data will be mainly collected through available online data, published government reports, journals, and company annual reports in construction industry. Primary data will be collected based on the survey among employees of construction companies. Accordingly, survey was conducted among the selected sample which is 396 and sample was selected randomly among the technical officers and other executives who are directly involved with purchasing of machinery from the machinery suppliers of industry. The research instrument will be a self-administrated questionnaire. Data will be analysed based on frequencies, percentages and descriptive statistical tools such as mean value and standard deviation while correlation analysis and regression analysis will be adopted for testing hypothesis. The findings of the study may be helped to develop effective after sales services heavy machinery suppliers for developing brand loyalty towards products among the construction companies in Sri Lanka.Item The Relationship between Emotional Appeal Advertisement and Brand Trust: A study in Private Sector Commercial Banks in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Mutugala, J.; Wanninayake, W.M.C.B.Advertising has become one of the most important commercial activities in the modern competitive environment. To meet the varying demands of their target consumers, advertisers commonly use rational appeal and emotional appeal in their advertising in an attempt to influence consumer behaviour. Therefore many researchers have tried to understand the association between emotional appeals and brand trust in different socio economic contexts. According to one argument, financial services organizations like banks are mainly consider rational appeals are more effective for developing their brands. However, it was noted that most of the commercial banks in Sri Lanka were highly adopted to emotional appeals than the rational appeals in their advertisements during recent years. Therefore present study attempts to examine how does emotional appeals of advertising influence on developing the brand trust among customers towards private sector commercial banks in Sri Lanka. According to literature, advertisers mainly adopted to social appeal, personal appeal, humour appeals and, fear appeal as main emotional appeals in their advertisements. Therefore, conceptual model was developed based on those emotional appeals and brand trust towards the commercial banks. The research philosophy is designed as positivism research paradigm based on deductive approach which elaborated as testing theory through observation of data. The research instrument will be a self-administrated questionnaire through emails and face to face interviews as the contact method and response format will be 7 point likert scale for all variables in the conceptual framework. Sample population will be the customers who are regularly doing transaction with the selected three private sector commercial banks.Item Employer Branding and its Impact on Developing Sales Force Commitment in Pharmaceutical Industry in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Jayawardene, M.U.; Wanninayake, W.M.C.B.In today’s fast-changing business environment it is crucial for an organization to possess a highly qualified and motivated workforce in order to keep up with the fast pace of the market. The demand of competent personnel is increasing steadily, in particular for key-positions which require in-depth knowledge and expertise. However most of industries face big challenge to retain their employees within their organizations for long periods. The performances of pharmaceutical companies mainly depend on their Salesforce and it was noted that most of sales persons frequently change their companies and show low commitment towards their organizations. With the aforesaid background the present study is focused on assessing the impact of employer branding strategies on sales force commitment in pharmaceutical industry in Sri Lanka. As per the empirical nature of the study, proposed research has been designed as a quantitative study based on deductive approach. Both primary and secondary data will be collected for the study. Secondary data will be mainly collected through available online data, based on government reports, journals, articles, and publications of pharmaceutical industry. Primary data will be collected based on the survey among medical representatives, field managers and field coordinators who are working in registered pharmaceutical companies in Sri Lanka. All medical representatives, field managers and field coordinators of the pharmaceutical companies will be taken as target population, out of them 200 medical representatives, field managers and field coordinators will be taken as sample, proposed sample method is Random Sampling. The research instrument will be a self-administrated questionnaire. Data will be analyzed based on frequencies, percentages and descriptive statistical while correlation analysis and regression analysis will be adopted for testing hypothesis. The findings of the study will be helped to design employer branding strategies for improving the organizational commitment among Salesforce of pharmaceutical companies in Sri Lanka.