International Conference on Business and Information (ICBI)
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Item Strengthening Customer Loyalty: Exploring the Role of Relationship Marketing in Sri Lanka’s Public Sector Banks(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Madusanka, B. T.; Patabendige, S. S. J.; Dharmawardane, M. N. S. H.Customer loyalty is seen as critical to the long-term success of businesses, where relationship marketing has emerged as a key strategy used to attract, maintain, and enhance customer relationships. However, past studies have found significant differences between factors affecting customer loyalty and satisfaction between private and public sector banks, with calls for public sector banks to adopt more dynamic marketing strategies to bridge such gaps. The purpose of this study is to empirically investigate the impact of relationship marketing on customer loyalty in the context of the public sector banks in Sri Lanka. More specifically, this study examined the direct relationship between trust, commitment, communication, and conflict handling, which are seen as key attributes of relationship marketing with customer loyalty of public sector commercial banks in Sri Lanka. The study used a convenient sampling design with 384 respondents acquired through a structured questionnaire, which captured state commercial bank customers in the Colombo district of Sri Lanka. Data analysis was done using correlation and regression techniques with the support of SPSS software. The findings suggest that all four variables associated with relationship marketing significantly explain the variations in customer loyalty. These findings differ from those of past studies focusing on private sector banks that found trust and communication to be the key relationship attributes that lead to customer loyalty. This research contributes to the limited body of knowledge on relationship marketing and customer loyalty in the public banking sector. It also provides critical input to public sector bankers on avenues for strengthening customer loyalty from a customer relationship perspective.Item Store Characteristics and Customer Loyalty: The Mediating Role of Perceived Value.(8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2017) Alroaia, Y. V.; Rahayi, S.The aim of the present study is to examine the effect of store characteristics on customer loyalty with the mediating role of perceived value among customers of chain stores in a province in Iran. To answer the research questions and test hypotheses, a questionnaire was distributed among 385 members of the research sample. After collecting the questionnaires, data was analyzed by using Structural Equation Modeling and the results were extracted. The validity of the questionnaire was assessed by using content and construct validity, and its reliability was measured by Cronbach's Alpha test. The results indicated that the questions have high reliability. In terms of construct validity, which was examined by using confirmatory factor analysis, it was found that the questions have appropriate validity. Finally, the results of the data analysis and hypothesis testing indicate that: store characteristics have a significant impact on perceived value and customer loyalty; perceived value, as well, has a significant impact on customer loyalty. The mediating role of perceived value in the relationship between characteristics of store and customer loyalty is also confirmed.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.Item The Impact of Physical Evidences on Customer Store Loyalty with Special Reference to Supermarket Industry in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Thilina, D.K.; Liyanage, N.In Sri Lanka, when concentrating on previous researches on supermarket environment, the main focus has gone towards how far the customer service has affected on customer satisfaction or customer loyalty. However, other than the service quality there are so many areas to be looked at on the super market environment. There has been no such research conducted to study how physical evidences are made an impact on consumer behavior in super market environment. Therefore, there is a gap on identifying variables, which affect on consumer behavior other than the service quality in Sri Lankan supermarkets. Consumer mind is changing time to time but it is questionable whether that change is captured by retailers when designing their strategies. The overall study focused on whether there is an impact on the physical evidence used in supermarkets towards achieving customer store loyalty. This survey has covered the five major supermarkets in Sri Lanka. The sample is consisted of 100 customers those who are doing shopping at supermarket. To carry out the research there were four physical evidence elements selected such as layout, signage, lighting and signboards of supermarkets. Through the research findings there are several aspects of the customer store loyalty was revealed. One of those is present context customers are moving from general trade to modern just because of the opportunity that they getting to compare prices of the goods, quality and specifications of each products unlike in the general trade shopping. The next reason is most of the people love to have family shopping specially in supermarkets. Nowadays this has become a new trend in supermarkets.Item Impact of Service Recovery on Customer Loyalty: With Special Reference to People’s Bank(Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Archchana, Y.People’s Bank is a licensed commercial bank incorporated in 1961 with a mandate to support macroeconomic development in Sri Lanka by mobilizing rural savings. as a fully-owned state bank, we partner and support the development of the nation and its people The aim of the study is to analyze the impact of service recovery measures on customer loyalty by considering a Case company People’s bank. Both primary and secondary data have been collected for this study. In primary data interviews and questionnaires are used. Different theories about customer loyalty and service recovery are discussed in secondary data. Both qualitative and quantitative data are used. Multiple regression analysis is used to analyze the data and give conclusion. Conclusion shows that service recovery measure can impact customer loyalty. It is also concluded that prompt response, material compensation and politeness of employees play important role in service recovery measures and influence customer loyalty. Theories discussed in the study can be used as basis to develop the strategies in services; these strategies can consider the service recovery measures discussed in this investigation and it can also help People’s bank to know the importance of service recovery process in customer loyalty. Few limitations of this study are; customer loyalty is the objective, not Customer satisfaction. Service recovery may result in customer satisfaction not in customer loyalty. Moreover only two components of loyalty have been examined, word of mouth and repurchase intention. This study is not considering customers who have problems but they did not communicate to the bank.