Commerce and Management

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Author: search.filters.author.Weerasiri, R.A.S.Subject: search.filters.subject.customer satisfaction

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    DIMENSIONALITY OF SERVQUAL: A CASE STUDY IN SRI LANKAN VETERINARY HOSPITAL
    (Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Weerasiri, R.A.S.; Dassanayake, P.S.
    Sri Lanka is a gifted country with precious natural resources and strong cultural heritage which nurtured mainly by Buddhist philosophy. However, globalization by technology, liberalization of economy associated with economic growth and rapid urbanization made greater demand for veterinary healthcare which leads to high competition among veterinary healthcare providers. The most important competitive edge associates with delighting customers by offering an unimaginable service quality. Furthermore, there’s a vacuumed space in literature regarding measuring service quality and relationship between service quality and customer satisfaction in Sri Lankan veterinary healthcare. Therefore, purpose of this study was threefold. They were to examine dimensionality of SERVQUAL, confirm service quality model and determine relationship between service quality dimensions and customer satisfaction. This study carried out at Out Patient Department (OPD), of Sri Lankan Veterinary Hospital. The sampling technique was systematic random sampling and selected sample size was two hundred respondents. Data collection done by administering questionnaire just after experiencing service delivery. Data analysis done by Exploratory Factor Analysis, reliability test, tests for convergent and discriminant validity, unidimensionality, followed by Confirmatory Factor Analysis. From the results of earlier tests, researchers were able to confirm model with goodness- of-fit with only four dimensions. Namely, empathy, assurance, reliability and assurance. According to confirmed model, researchers were able to formulate hypotheses and further analysis by multiple regression analysis revealed all four hypotheses were acceptable. Finally, researchers conclude, empathy, reliability, assurance and tangible dimensions of SERVQUAL has positive impact on customer satisfaction in Sri Lankan Veterinary Hospital. The most important dimension for customer satisfaction was empathy and followed by assurance.
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    Impact of marketing mix on customer buying intention of motor insurance industry in Sri Lanka
    (University of Kelaniya, 2016) Weerasiri, R.A.S.; Maldeniya, D.
    The objective of this study was to identify the influence of Marketing Mix on customer buying intention for motor insurance industry in Sri Lanka. History of insurance industry goes back to centuries and currently the industry is facing issues for a profitable growth. Especially the non-life insurance sector ran in a loss for last couple of years and few companies recorded a profit from investment income, but it was not a major issue for non-life insurance section since it operates with the life insurance section. Due to new rules and regulations implemented recently, life insurance and non-life insurance should be segregated into two business entities, causing non-life insurance companies in Sri Lanka to face issues on profitable growth. The researcher has attempted to investigate reasons and finding an acceptable solutions for the issue faced by non-life insurance sector in order to make recommendations to the motor insurance industry. The researcher has conducted several in depth interviews with a few senior professionals from insurance companies to obtain basic information on the insurance industry. To understand how the insurance industry was operated before a few decades, a few ex-professionals from the industry was also interviewed. 25 respondents were selected for the pilot study and the sample questionnaire was circulated among them. Reliability test was Sri Lanka Journal of Marketing Vol 2 No 1 Jan June 2016 116 carried out for the data collected from pilot study and final questionnaire was developed. The questionnaire was circulated through Google forms among 200 respondents representing the five insurance companies in Gampaha district. Both descriptive and inferential techniques were used to analysis the data. Findings revealed that the people are the most influential variable of service marketing mix which influence on the customer buying intention of motor insurance in Sri Lanka. The place and process were came up as second and third most important variables respectively. In order to increase the efficiency of people in insurance industry both sales and non-sale, and to face industry challenges successfully, the researchers recommend to improve the customer touch points and to develop effective and speedy processes.