Symposia & Conferences
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Item Impact of Customer Relationship Perceptions on Customer Loyalty in Supermarkets in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Piumali, W.M.H.; Wijethunga, W.M.H.U.Building and maintaining strong relationships with their customers has become a basic requirement for companies today. Therefore, firms aim to build close relationships with customers to enhance Customer Relationship Perceptions (CRPs) which would lead to Customer Loyalty (CL). There are only few researches that have studied the relationship between CRPs and CL especially in the Sri Lankan context. Therefore, this study investigates the relationship between CRPs and CL of supermarkets in Sri Lanka. This study is descriptive and correlational in nature. Target population of the study was all supermarket consumers and 180 of them were selected as the sample. The results show that, there is a high level of CRPs among supermarket consumers in terms of affective commitment and satisfaction and there is high level of CL towards supermarket consumers in terms of attitudinal loyalty and behavioral loyalty. Findings of the study highlight that CRPs dimensions positively effect to the customer loyalty.Item Impact of Brand Image on Customer Loyalty in Sri Lankan Hotel Industry(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Jayasinghe, I.S.; Wijethunga, W.M.H.U.Brand Image (BI) is an important factor influencing the customer loyalty (CL). Thus, companies try to attract more customers by creating a positive BI in consumer minds. It is evidenced that researches conducted to study the impact of BI on CL for hotel industry (HI) is less, especially in the Sri Lankan context. The study is descriptive and co relational in nature. The customers of star grade hotels in Sri Lanka were the target population of the study and 154 of them were selected as the sample. According to the findings, the levels of BI and CL were high among customers who consume the hotel services of star grade hotels; whereas it is found that there is a positive relationship between BI and CL. Marketers can adopt the findings of the study when they set relationship marketing strategies and when designing promotional strategies for their hotels to stay ahead the competition.