Symposia & Conferences
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Item The Influence of Online Marketing Content on Secondhand Clothing Purchasing Intention among State University Students in Sri Lanka with the Mediating Role of Customer Satisfaction(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Perera, P. G. D. R.; Subasinghe, S. M. A. N. M.Second-hand clothing is increasingly recognized as a sustainable and economical alternative to fast fashion. This trend, fuelled by environmental awareness and financial limitations, particularly resonates with young consumers, including university students. In Sri Lanka, this demographic is uniquely positioned to drive the second-hand clothing market due to their digital proficiency, budget-conscious lifestyles, and growing interest in sustainability. However, limited empirical studies have explored the factors influencing their purchasing behaviour, particularly in the context of online marketing and its interplay with customer satisfaction. This research addresses this gap by investigating the role of online marketing content in shaping the purchasing intentions of state university students in Sri Lanka, emphasizing the mediating impact of customer satisfaction. The study adopts a positivist research philosophy and a deductive approach, utilizing a quantitative research design to explore the hypothesized relationships. A cross-sectional survey strategy was employed, with data collected from a sample of 300 students representing multiple public universities across Sri Lanka. The sample was selected using a stratified random sampling technique, ensuring representation across different universities and demographic factors. Self-administered questionnaires, distributed through digital platforms, captured insights into students’ perceptions of online marketing content, levels of satisfaction, and purchasing intentions. Statistical analysis, including correlation and regression methods conducted via SPSS software, provided a robust framework for testing the study’s hypotheses. Results demonstrate a significant impact of online marketing content on both customer satisfaction and purchasing intentions. Specifically, the quality, credibility, and relevance of marketing content emerge as key drivers of consumer engagement. Content that is visually appealing, informative, and interactive significantly enhances satisfaction, which in turn mediates the relationship between marketing content and purchasing intention. Students who experience higher satisfaction with their online shopping experience are more likely to trust the platform, recommend it to others, and make repeat purchases. The study underscores the significance of understanding the preferences and expectations of a digitally active and sustainability-conscious demographic. Students prioritize transparency, authenticity, and personalized experiences in online marketing content, and marketing strategies that effectively incorporate these elements can influence their purchasing decisions while fostering long-term brand loyalty. However, the study also acknowledges certain limitations. The reliance on self-reported data may introduce response bias, and the cross-sectional design restricts the ability to draw causal inferences. Additionally, the focus on a specific demographic—state university students in Sri Lanka—limits the generalizability of the findings. Future research should address these limitations by employing longitudinal study designs, examining more diverse populations, and exploring the cultural influences on second-hand clothing consumption. The implications of this research are multifaceted. From a theoretical perspective, the study advances the understanding of how online marketing content shapes consumer behaviour in the second-hand clothing market, particularly in a developing country context. Practically, it offers actionable insights for marketers, policymakers, and educators. Businesses can leverage these findings to design targeted online campaigns that align with consumer values of affordability, environmental consciousness, and digital convenience. For policymakers, the study underscores the need for initiatives that promote sustainable consumption and support the growth of the second-hand clothing market as a viable alternative to fast fashion. In conclusion, this research underscores the transformative potential of online marketing content in influencing the purchasing behaviour of university students in Sri Lanka. By emphasizing customer satisfaction as a mediating factor, it highlights the importance of creating positive consumer experiences that resonate with the values of young, budget-conscious, and environmentally aware individuals. These insights pave the way for strategies that not only drive business growth but also contribute to broader sustainability objectives in the fashion industry.Item SYSTEM QUALITY AND USAGE OF INTERNET BANKING FUNCTIONS: ROLE OF CUSTOMER SATISFACTION(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Sachithra, R.K.U.; Sritharan, S.The study aims to find out “How do the system quality and the customer satisfaction of internet banking impact on the usage of internet banking services in Badulla District, Sri Lanka?” Further this study makes an attempt to find out whether customer satisfaction of internet banking mediates the relationship between system quality and usage of internet banking services. Usage of internet banking services consists of five dimensions: Fund Transfer Function, Account Control Function, View Only Function, Credit Product Function, and Apply for New Product Function. System Quality of Internet Banking consists of three dimensions: Accessibility, User Friendly Website and Security. Customer Satisfaction of Internet Banking consists two dimensions: Customer Attitude and Customer Loyalty. In a study of 190 internet banking users selected by convenient sampling, correlation and regression analysis were performed to answer the study objectives. The system quality dimensions have significant positive influence on customer satisfaction, which in turn has a significant positive impact on usage of internet banking services. The mediation role of customer satisfaction on system quality and usage of internet banking relationship is also confirmed. The findings of this study assist the bank managers, academics and practitioners to develop and implement system quality and usage of internet banking related strategies.Item THE EFFECTIVENESS OF RELATIONAL BONDS ON CUSTOMER LOYALTY MEDIATED WITH CUSTOMER SATISFACTION: TELECOMMUNICATION INDUSTRY, BATTICALOA(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Ragel, V.R.; Newton, S.Customer loyalty is considered to be a key component in enhancing the survival of businesses, especially in the situations faced by highly competitive industries. Therefore, Tele communication service providers should be conscious of the factors affecting customer loyalty in building strong relationships. This paper aimed to investigate the effectiveness of relational bonds on customer loyalty with the mediation of customer satisfaction among mobile telecommunication service providers. The objective is to identify the level, relationship and impact of relational bond on customer satisfaction and loyalty. Further, examines the mediating role of satisfaction between relational bond and customer loyalty. Data were obtained from the sample of 200 customersin Batticaloa based on stratified random sampling. The results revealed that relational bonds significantly impacted on loyalty and satisfaction and also relational bonds impacted on customer loyalty significantly through customer satisfaction. Therefore, it is reasonable to conclude that customer loyalty can be created, reinforced and retained by developing strong relational bonds between customers and service providers which could lead to customer satisfaction and that in turn to customer loyalty.Item The Significant Impact of CRM Practices on Customer Satisfaction: with Special Reference to Interior & Exterior Blinds Companies in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Perera, G.D.D.; Gayathree, D.A.G.P.K.This study examined the impact of customer relationship management (CRM) elements on customer satisfaction. CRM is one of the critical strategies that can be employed by organizations to improve competitive advantage. The organizational context of the study was Interior & Exterior blinds companies in Sri Lanka. It is necessary for the organization to build and maintain a strong relationship with the customers in order to achieve the ultimate goal of customer satisfaction. Four critical CRM elements are measured in this study, behavior of the employees, quality of customer services, complaint handling and Social interaction. The population of the present study is customers with high income who are purchasing blinds from western province, 150 respondents were selected through convenient sampling and data has been collected through questionnaire. Correlation and regression analysis are used to examine the relationship of the variables and effect of the independent variables on dependent variables. According to the study it is recommended initiation of loyalty programs and continuous improvement of CRM activities are essential for further development of industry.Item Relationship between Customer Satisfaction and Service Quality in Banking Industry in Sri Lanka.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Fernando, P.R.S.; Wijenayake, S.I.The article involves the Gap Model in Service Quality as the theoretical criteria. The gap model is a model, which is covered under service quality. This model helps the organization to identify the difference between the service that the company gives and what the customer expectations are. The industry that chose to run the gap model is banking industry in Sri Lanka. The overall purpose of this article is to introduce and analyze the fifth gap which identifies the difference between the consumer expectations and the service provided. The article involves a critical examination of the satisfaction and service quality relationship. Customer satisfaction with a company’s products or services is often seen as the key to a company’s success and long-term competitiveness. In the context of a service industry, customer satisfaction is often viewed as a central determinant of customer retention through the development of relationships. This model is very helpful for the organization in order to identify what the customers are really expecting from bank. Banks are service oriented organizations, the GAP model is ideal for them to get the feedback from the customers as to whether they are satisfied by the service given to them or not.Item Factors Impact on Brand Loyalty with Special Reference to the FMCG Sector in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Dulanthi, K.K.D.R.; Bandara, B.S.S.U.FMCG (Fast Moving Consumer Goods) industry currently has become one most emerging markets around the world. Over the past two decades FMCG industry has gradually developed from small scale business to multinational business increasing the awareness of the sector globally. FMCG products are generally perceived as faster, and safer increasing the attraction of many consumers over the world. However, Sri Lanka being one of the largest consumer in FMCG, understanding the potential and behavior of the consumers with regard to FMCG products is vital in order to enhance the industry. Current literature examines about consumer behavior towards FMCG Brand loyalty special reference to American, European and Asian (specifically China and India) contexts. Hence the aim of this study is to analyze and discuss the FMCG market and the brand loyalty in Sri Lankan context. This study was focused on recognizing the factors influencing brand loyalty reference to FMCG brands in Sri Lanka. Data were collected through a consumer survey conducted in western province deeming two major districts; Colombo and Gampaha using a stratified sampling method of 100 respondents. The findings firstly reveal that the focused on product safeness and the product trustworthiness should highly considered in developing brand trust. Secondly, setting the customer expectations correctly is more important in developing customer satisfaction. Thirdly, brand relationship shows a moderate impact due to the nature of the product. Finally the study highlights a positive impact of functionality and emotional benefits in brand evaluation.Item Impact of E Service Quality on Customer Satisfaction with Special Reference to Banking Sector in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Deshani, A.A.D.K.; Fernando, P.M.P.In the last few years we have witnessed a substantial growth of internet based services, both from pure internet businesses and from traditional companies that are developing online services. One of key challenges of the internet as a service delivery channel is how they manage service quality, which holds a significant importance to customer satisfaction. The purpose of this research was to gain a better understanding of the e service quality dimensions that affect customer satisfaction in online banking sector from a consumer perspective. Based on a detailed literature review, six service quality dimensions were identified, i.e. Efficiency, Responsiveness, Reliability, Fulfillment, Privacy and Corporate Image to be tested in the online banking sector against customer satisfaction. A sample of 150 respondents was selected through convenience sampling procedure. The results indicate that the Privacy and Efficiency dimensions have a strong impact on customer satisfaction, Reliability and Fulfillment have a moderate impact on customer satisfaction while Responsiveness and Corporate image showing a weak impact on customer satisfaction when it comes to the Sri Lankan context of online banking. It is expected that findings of this research study can be used by the relevant banks to do modifications to their prevailing online banking platforms.Item Study on Perceived Service Quality & Customer Satisfaction in Public Sector and Private Sector Banks in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Kalansuriya, P.V.; Fernando, P.M.P.The banking industry in Sri Lanka is currently facing dynamic challenges with the competition from industry players. The public and private sector players are trying to attract and retain a larger customer base which results in various strategies in service delivery. Service quality is a vital competitive strategy followed by banks to satisfy and retain its customers. This research used Attribute Service Model by Haywood-Farmer (1988) to measure the service quality of public and private sector banks and further it explored the customer satisfaction based on service quality in banks. For the research study, the sample was gathered from the Gampaha District and convenience sampling method was used to select the sample of 100 respondents. Both Pearson’s Correlation and Regression Analysis carried out showed that professional judgmental factors, physical facility judgmental factors and behavioral judgmental factors of service quality are leading to a positive relationship with customer satisfaction on public and private sector banks.Item Impact of Service Quality on Customer Satisfaction: A Study of State Banks & Private Banks in Sri Lanka(Department of Accountancy, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Siriwardana, D.A.; Rathnasiri, U.A.H.A.Commercial banks play a major role in the economic development of the country. Customers prefer to get the maximum satisfaction; hence providing better service quality is the key to success and gives competitive advantage. This research is solely focused on service quality to determine the customer satisfaction. The aim of this study is to identify the impact of service quality on customer satisfaction using service quality dimensions by comparing government banks and private banks in Sri Lanka. Primary data were collected through a questionnaire and the stratified simple random sampling method used. Data were collected from respondents representing two state banks and two local private banks in Colombo district on SERVQUAL scale measure. Descriptive analysis, correlation analysis and regression analysis were used to evaluate the level of service quality. The results indicated significant positive relationship between service quality and customer satisfaction in the banking sector. The research findings showed the offering of high quality service will increase the customer satisfaction level, which leads to high level of customer loyalty for successful performance of banks.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.