Symposia & Conferences
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Item The Impact of Non-Financial Factors on Brand Loyalty with Reference to Leasing Industry in Sri Lanka.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Herath, H.M.K.N.; Wijenayaka, S.I.As the result of economical development, post war political stability has heavily contributed to the development of financial market in Sri Lanka. It is observed that the financial companies are using different strategies to enhance and develop the market share in the present vulnerable and competitive market. Therefore, this research attempts to identify the impact of non-financial factors on the brand loyalty of the leasing industry. A questionnaire based survey was carried out to test the hypothesis derived based on the literature survey. Data was analysed using SPSS where multiple regression and correlation analysis was used to test the hypothesis. Study results show that non-financial factors like customer’s personal, psychological, social and cultural factors are also powerful as well as interest rate. These results can be used to identify their customers and develop more customize products and for customers to evaluate different financial products. Further, it implies that considering non-financial factors such as process time, rules and regulations, customer relationship management and flexibility will help to differentiate with one company to other.Item Impact of People, Process, and Physical Evidence on Consumer Buying Intention of Motor Insurance industry in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Weerasiri, R.A.S.; Maldeniya, D.History of insurance industry goes to over 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. According to the new rules and regulations implemented recently, life insurance and non-life insurance should be segregated into two business entities. Then non-life insurance companies in Sri Lanka will face issues for profitable growth. The researcher tried to find out an acceptable solution for this issue and to introduce recommendations for the insurance industry. The researcher met few senior professionals from insurance companies and got the basic idea about current situation. Also met few ex-professionals from insurance companies and collected information about the insurance industry. These meetings helped to identify how the insurance industry was operated before few decades ago. Then, the researcher developed a sample questionnaire and circulated among 25 respondents. Then the reliability testing was done and developed the final questionnaire. There were 200 respondent selected to collect primary data. These respondents were selected from the Gampaha district. The data was collected from five insurance companies’ customer base and the study targeted customers who live in Gampaha district. The questionnaires were circulated through Google forms. Both descriptive and inferential techniques were used to analyze the data. The findings reveal that people is the most influential variable that influences the customer buying intention of motor insurance in Sri Lanka. The process is the second important factor and the physical evidence is the third. The researchers recommend that in order to develop the efficiency of people in insurance industry, both sales and non-sale, insurance companies must improve the customer touch points and develop the effective and speedy processes so that they can face industry challenges successfully.Item Effectiveness of Relationship Marketing Tools on Building Brand Perception: With Reference to Surgery Transplant Products in Sri Lankan Pharmaceutical Industry(University of Kelaniya, 2014) Geethanga, P.L.P.; Dissanayake, D.M.R.The pharmaceutical industry is one of the rapidly growing industries in global and even local contexts. Industry practices referring to marketing and business development are found as peculiar in terms of its norms and legal frameworks operate. The “transplant segment” of the medical sector in Sri Lanka too seems to be a competitive segment as per the intensity of investment and competition exist. Having focused to the behavioral significance of this product segment in Sri Lankan context, researchers investigated about how customer relationship practices impact to develop perception and market positioning of the product brands. Researchers used 40 sample units (medical professionals) from different areas where the transplant surgery methods being implemented actively, and empirical data were collected through structured questionnaires. The independent variables were recognized as four variables namely personnel sponsorship, institutional sponsorship, continuous medical educational programs and commitment rewards where brand perception was referred as dependent variable measured through 3 items namely price, quality and packaging were taken as dependent variables driven to perception . As per the four hypotheses tested, it was found that all the relationship marketing practices significantly impact on the brand perception. The contribution of personnel sponsorship and continuous medical educational (CME) programs were found as most effective relationship marketing tools indicating above 0.6 of correlation coefficient at 95% confidence level whereas commitment rewards was also figured as an effective relationship marketing tool at above averaged level.