International Conference on Business and Information (ICBI)
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Item The Impact of Consumer Perceived Value on Consumer Buying Intention for Value-for-Money Fashion Brands: Moderating Role of Age in Cambodian Market(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Manarangi, K.T.A.; Dharmawardane, M.N.S.H.; Dissanayake, D.M.R.Consumer behavior of different products and services is featured by market-based factors apart from the individual factors. The notion of customer perceived value and its influence on purchase behaviors has been examined by different authors with reference to diversified product scopes. However, research gaps have been found in terms of fashion sector buying behavior as it connects to contextual factors. Accordingly, this study addresses the purchasing intention related issues found in Cambodian market for value for money fashion brands depending on empirical and practice related issues. This study was based on a deductive method and quantitative research techniques were used to investigate the purchasing intention for value for money fashion brands in Cambodian market. This study employed convenient sampling technique and distributed 450 questionnaires for the data collection process, but finally limited to 435 completed questionnaires for the analysis. It has analyzed the moderating effect of age for the same variable connections based on the research gaps claimed. Data was analyzed by using inferential statistical tools supported by SPSS-23 software. Results proved that different components of perceived value do have a significant effect on purchase intention towards value for money fashion brands in Cambodian market. The moderating rile of age was also proved statistically. This paper highlights dome managerial implications addressing market-related issues and practices.Item Potential of Tea Tourism in Sri Lanka: A Review of Managerial Implications and Research Directions(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Koththagoda, K.C.; Dissanayake, D.M.R.Tea tourism is increasingly recognized as an important scope as per the trade value and integrated contribution marked for the sustainable development in tourism industry. At present, most of the tea growing countries are practicing tea tourism as a diversified concept alongside its main stream of revenue generations as bulk tea and value added tea. Since Sri Lanka has a prominent Ceylon tea brand image embedded with quality value proposition to worldwide consumer segments, tea could also be turned as multiple channel of revenue generation to tourism sector. Thus, the main aim of this concept paper is to study the possible managerial applications in tea tourism in the Sri Lankan context and to postulate research insights for future studies to investigate the proposition of how Sri Lanka as a tea destination could influence consumer behavioral responses. Further, this paper has highlighted the future directions for the industry practitioners to penetrate tea tourism as a concept-based tourism option to skim the potential revenue models. According to the empirical findings the tea tourism concept could have ability to build and strengthen different theoretical basements such as Destination Branding, Designation of Origin and willing to pay aspects in order to attract potential customers towards the destination and enhance the revisiting choice of customer towards the destination with the influence of customer satisfaction and customer loyalty. Further findings have emphasized the necessity of destination profiling to be alongside customer profiling when branding a destination. Conclusively the study demonstrates how empirical research propositions could provide knowledge inputs to tea tourism related business models.Item Relationship between Celebrity Endorsement and Brand Attitude: With Reference to Financial Services Sector Brands in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Dissanayake, D.M.R.; Ismail, N.This study is focused on Sri Lankan service sector which has remarked a significant position in the local economy. The concept of Celebrity Endorsement has been tested in this study to evaluate on how it does relate with Brand Attitude towards financial services brands in Sri Lanka. It has followed a deductive approach in justifying the variables to conceptualize the variable relationships and measures were rationalized accordingly. Reliability was tested to verify the internal consistency of the variables. It has selected 160 respondents followed by stratified random sampling technique and hypotheses were tested by using correlation analysis via 2 tailed test. It revealed that celebrity characteristics namely Trustworthiness, Expertise and Attractiveness are highly correlated with Perceived Brand Attitude, and Similarity was found as weakly correlated factor with Perceived Brand Attitude. The characteristic of Respect was found as moderate level factor being correlated with Perceived Brand Attitude. It has proposed the propositions for the future studies referring to the research gaps found in Sri Lankan service sector followed by conclusion and notions for managerial implication at the end of the paper.Item Impact of Psychological Characteristics with the Mediating Effect of Psychological Wellbeing on Job Performance: A Conceptual Paper With Reference to Services Sector Research Propositions(Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Javed, S.; Sambasivan, M.; Dissanayake, D.M.R.The purpose of this conceptual paper is to find out the impact of psychological characteristics on job performance with the mediating effect of psychological wellbeing of customer service representatives. . Relevant literature article have been perused and accordingly the proposition were proposed. It was found out from the literature that psychological characteristics such as emotional intelligence, psychological ownership and psychological capital play a vital role in the context of call center’s customer service representative’s job. In addition to this it was also found out that psychological wellbeing mediates the relationship between these personality characteristics and job performance. The research limitation is that conceptualized perspective of the variables mentioned have not being tested. The insight gain from this study will help in selection and recruitment strategies. The most prominent feature of the call center job is to interact with customers so while recruiting mangers can identify the factors that to what extent individuals are able to cope with proactive aspects of the call center job. This conceptual paper will contribute to the customer service literature by providing practical affirmation on the antecedents of psychological wellbeing.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.Item An Analysis of Switching Behavior of Pre-paid Mobile Users in Sri Lanka(2010) Dissanayake, D.M.R.; Wanninayake, W.M.C.B.Sri Lanka is one the fast growing markets for the mobile communication service, and it is nearly 1.2 millions of subscribers are found in Sri Lankan market by 2008 ( TRC statistics: Sri Lanka 2008). Currently there are five industry competitors operate in this market, and it has found an aggressive competition over each other in terms of service factors and value proposition. As a result of that the switching behavior of customers has been frequently happening alone with strong customer bargaining power. This study was focused on the switching behavior of prepaid customers, and 150 respondents were selected under stratified probability sampling method. Data were collected through structured questionnaire alone with Likert scale. Two sets of independent variables were identified as per the literature reviews namely service failure factors and value proposition factors. An inferential statistical analysis was used to analyze the collected data. The ?Logit Regression Model? was used to test three hypotheses developed to test the switching behavior impacted by service failure and value proposition factors. Data analysis revealed that the value proposition factors had more impact on brand switching behavior than service failure factors. However, both value proposition and service failure factors were not found a significant impact on switching behavior among pre paid customers.