Junior Research Symposia
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Item How far Marketing Strategies followed by the Supermarkets will Impact on a Consumer to be loyal for a specific Super Market chain in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Jayasinghe, B.D.; Perera, G.N.R.The purpose of the research is to examine the effectiveness of marketing strategies of modern trade and their level of impact on customer loyalty towards supermarket chains in Sri Lanka. For the selected sample, which is from Colombo, Gampaha and Kelaniya areas, 100 questionnaires were distributed both in online and offline and the results gathered from responses were analysed in order to get a meaningful conclusion. To accomplish this, a conceptual framework was designed and relationships among its’ constructs (Above the line advertising, sales promotions, service quality and visual merchandizing) were hypothesized. The hypotheses were tested based on the identified marketing strategies which are above the line advertising, sales promotions, service quality and visual merchandizing in relation to the customer loyalty in supermarkets. Some of the variables are having moderate relationships while some are having strong relationships with customer loyalty. Hypotheses were tested using structural equation modelling and subgroup correlation analysis in SPSS.Item Impact of Credit Card Service Quality for Customer Loyalty(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Senarathne, G.H.H.S.; Patabandige, S.S.J.Banks are trying to win customer loyalty by providing better quality services. This study examines the relationship of service quality with customer loyalty in banking sector specially credit card industry. In this research findings are elaborate the hypothesis of relationship between customer loyalty with the reliability, responsiveness, assurance, empathy and tangibility. In this study the data was collected from selected 90 credit card holders who live in Gampaha district. The structured questionnaire was used to collect data. Service quality was assessed by using five dimensions of tangibility, Reliability, Responsiveness, Assurance and Empathy. Customer loyalty was analyzed using repeat purchase behavior, price sensitivity and word of mouth. The data obtained from the questionnaires were analyzed using the percentage distribution, mean, Pearson Correlation Coefficient and Regression analysis methods. The sample size is limited only to 90 respondents who have credit cards in HSBC, Samapth Bank, NTB. So selected sample not representing the customers in the whole country. Result of the study depends on limited sample. That limitations are respond carelessly and time is also a limited factor. And also there were limitations such as communication barriers, limited questions were consider to conduct this research.Item The Impact of Switching Barrier on Customer Loyalty in Telecommunication Industry.(Department of Marketing Management, University of Kelaniya, 2017) Hathurusinghe, S.M.; Kumara, W.D.In last few years the telecommunication market has witnessed a substantial growth and rapid changes globally as well as domestically. After this revolution people have highly engaged with telecommunication services. So it has been created a high competition in telecommunication market However, the service providers have to consider about the building up customer loyalty in competitive Sri Lankan market. So the operators can pay their attention towards the switching barrier as a customer loyalty building factor. In is connection, this study aims to measure the impact of switching barrier on customer loyalty. A new conceptual model of customer loyalty in telecommunication industry is developed using seven dimensions as the factors relate to switching barrier which can be made impact on customer loyalty. Those are Loss cost, Adoption cost, Move in cost, alternative attraction, Interpersonal relationship, Social Ties & Value Congruency. Researcher has used a descriptive research design for this research and it has been used random sampling method to gather data from 100 respondents. The questionnaires were distributed among them and the results were analyzed based upon the proposed research questions and hypotheses, and finally the conclusions and implications were made. The results indicate that all the factors are related to the positive impact on customer loyaltyItem Factors Affecting Customer Loyalty Towards Licensed Commercial Banks in Sri Lanka : (With Special Reference to Colombo District).(Department of Marketing Management, University of Kelaniya, 2016) Gunasekara, P.U.; Fernando, P.M.P.Customer Loyalty has been identified as a significant dimension in the achievement of competitive edge in services sectors. Loyalty can increase overall business value for the firm giving it the opportunity of decreasing serving costs for customers. The financial sector in Sri Lanka has a number of licensed commercial banks which further increases the competition and complexity among the banks. Analyzed closely it is evident that there are only slight differences which are existing in different financial services across companies and due to this reason, many banks have initiated a variety of activities to improve customer loyalty. The purpose of the study is to establish the factors affecting customer loyalty in the banking sector with special reference to the Licensed Commercial Banks in the Colombo District. The literature review contributed to identify six factors leading into customer loyalty, i.e. customer value, switching cost, reputation, habit, trust and service quality. The sub objectives of the research looked into analyzing the effect of each factor on building customer loyalty towards licensed commercial banks in Sri Lanka. The primary data collection was done using a self-administrated questionnaire from 150 banking customers, selected using cluster sampling method and convenience sampling method. The study revealed that all six factors are positively affecting towards building customer loyalty in the banking sector. Further the trust, service quality and reputation are generating the highest correlation with the dependent variable customer loyalty.Item Relationship between Corporate Social Responsibilities and Customer Purchase Intention in North-Western Province, Sri Lanka(Department of Accountancy, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Koshila, T.G.S.; Aruppala, W.D.N.In the competitive business world, the organizations have found that it is very difficult to survive. For this purpose they use various strategies where Corporate Social Responsibility takes considerable place in this regard. The emergence principles of sustainable development have an important impact on the concept of Corporate Social Responsibility. This study considered about the impact of corporate social responsibility practices which are undertaken by the companies on the customers’ purchasing intentions. The data was collected from North-Western province, Sri Lanka. According to the literature findings, corporate social responsibility is identified under four variables which are economic responsibilities, legal responsibilities, ethical responsibilities and philanthropic responsibilities. Customer purchasing intention is considered under three variables, customer satisfaction, customer loyalty and customer trust. The sample was taken as the 400 of customers in North-Western province, Sri Lanka and data was collected via structured questionnaire. The study have identified that there is a moderate and positive effect of overall corporate social responsibility practices on overall customer purchase intentions. Finally suggestions were given to enhance the reliability of study through identifying limitations and suggestions will helpful for decision makers to gain competitive advantage over their rivals. Finally it has identified further research areas the study can be developed.Item The influence of service quality on customer loyalty in telecommunication Industry Sri Lanka(Department of Accountancy, University of Kelaniya, 2015) Chathurika, H.A.M.The main objective for the study is to assess how the customer satisfaction influences the customer loyalty. Services are rapidly growing into a major contributor to the Sri Lankan as well as the world economy, providing an ever increasing proportion to their GDPs. In this no exaggeration, then to say, that will be the key to long term economic success. As such as, it is essential stage to study why customers switch service providers The purpose of this study is to find out why customers switch producers in telecommunication industry in Sri Lanka. The objective of this study is to find out how the variable service quality will leads on customers switching. Telecommunication industry is one of the fastest growing sectors in Sri Lankan Service industry. There are Five major industries available in targeted areas. Primary data will be hope to collected from the customers through well designed questionnaires. Also focus group discussion and some of interview take placed to justify the findings. Targeted area is Gampaha district and sample size is 300 questionnaires. Interview and focus group discussion have taken place to find out the influences on purchasing. Hypothesis has formed as perceived higher level of service quality negatively correlated switching behavior. Collected data will be analyzed by quantitative techniques and MS excel sheet used to interpretation.