International Conference on Business and Information (ICBI)
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Item Service Marketing Mix and Customer Satisfaction: An Empirical Study on Motor Insurance Industry in Sri Lanka.(8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2017) Koththagoda, K. C.; Weerasiri, R. A. S.The insurance industry is one of the fasters growing service sector in Sri Lankan context. When marketing this service, due care is to be taken in the quality of the service and customer satisfaction in order to enhance the customer loyalty towards the service. Therefore, it is very much important to blending all the 7Ps of service marketing in their marketing management activities to retain the existing customers as well as to attract potential ones. This study aims to test the impact of extended marketing mix towards customer satisfaction with related to the motor insurance industry in Sri Lanka. The target population of the study was the customers of five insurance companies those are residing in Western province. The sample size was determined as 300, and convenience sampling method was applied to collect data from the respondents with a structured questionnaire. Multiple regression statistics were used to identify the relationship between the elements of services marketing mix and customer satisfaction. Findings revealed that price, promotion, process, people and physical evidence have a positively significant effect towards the consumer satisfaction. Product and place were found having no significant impact on customer satisfaction. Results provide real insight for decision-makers to understand what actually influenced for customers to turn towards insurance industry in Sri Lankan context.Item Effects of Experiential Marketing towards Customer Satisfaction: With Special Reference to Online Fashion Stores in Sri Lanka.(8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2017) Rathnayaka, R. M. U. R. K.With the extensive technology development which has undertaken by the world, a rapid growth of internet penetration can be seen and as a result of that, E-Commerce has become a major platform for both buyers and sellers in the world, where it enables them to meet virtually and complete their commercial transactions within a minute. In Sri Lanka, it shows a significant growth in online shopping of fashion items. The purpose of the current study is to determine the effects of Experiential marketing variable (which has sub five variables, namely, feel, think, act, relate and sense) towards the customer satisfaction with reference to online fashion stores in Sri Lanka. Primary data collection has conducted to collect data from 150 sample respondents and the valid data was analyzed using both descriptive analyses as well as the multiple linear regression analysis in order to test the hypotheses. According to the study findings, it has shown that, experiential marketing has a significant effect towards customer satisfaction while Feel experience, Think experience, Act experience and relate experience show a significant effect towards the customer satisfaction.Item Impact of Service Quality on Customer Satisfaction: The Case of State Commercial Banks in Rural Economic Context(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Hennayake, H.M.G.Y.J.The products and services offered by banks are very similar. The differentiator is the level of service quality. Many studies have been conducted to explore the impact of service quality on customer satisfaction in retail banking. However; it was found that fewer studies were conducted to identify the impact of Human Related and Non-Human Related Factors of perceived service quality on customer satisfaction with special reference to rural economic contexts. Alongside the research context briefed, the key purpose of this study was to examine how perceived service quality factors impact on Customer Satisfaction. Data were collected through a sample of 210 respondents from Puttlam District. A deductive approach was employed to construct the conceptual framework and accordingly hypotheses were formed. Survey method was followed for the data enumeration and SPSS 20 software package was used for data analysis. The hypotheses were tested using Co-relations and Regression analysis. The findings revealed that the Human Related Factors of perceived service quality has a greater impact on customer satisfaction whereas Reliability and Responsiveness are the most influential factors on customer satisfaction. Managerial implications and the research propositions were suggested for the service marketing sphere at the conclusion.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 Influence of 'Seven Ps' on Customer Satisfaction in Hotel Industry in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Shameem, A.L.M.A.This study aims to find out the influence of seven Ps’ on customer satisfaction in hotel industry in Sri Lanka. The hotels and tourism business has been developing with the world fashionable sector, and various kinds of marketing applications and practices are used to attract tourists in this particular industry. It is the largest and fastest growing business sector in Sri Lanka. Further the post war scenario, the hotel and tourism industry has strongly taken major role to contribute to the service industry of Sri Lanka. The place Pasikuda and Arugam Bay have become a famous tourist destination with the history of Sri Lanka. A methodical literature review was done in order to identify the variables for the conceptual framework of the study. For this study Pasikuda and Arugam Bay geographical areas were selected as a sample to represent the whole population in hotels in the East part of Sri Lanka, because these are major tourist destination in Eastern Province. This study used mixed methods research that combines both qualitative and quantitative research methods. The study findings strongly support the argument that the strategic marketing practices should be implemented holistically. According to the analysis, it is possible to conclude that six independent variables such as product, price, place, promotion, people, and process all have positive effect and direct relationship to customer satisfaction in hotel industry while physical evidence has a negative effect and direct relationship to customer satisfaction.Item The Impact of Perceived Service Quality on Customer Satisfaction: A Study Based on Veterinary Hospital in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Dassanayake, P.S.; Weerasiri, R.A.S.Customer satisfaction is the most important strategic achievement in order to gain sustainable competitive advantage in highly competitive veterinary healthcare industry. There is no research literature on the impact of perceived service quality on customer satisfaction in Sri Lankan veterinary health context. Therefore purpose of the study was to examine whether there is an impact of perceived service quality on customer satisfaction and determined most and least important dimensions of perceived service quality for customer satisfaction. This study was carried out in a leading Sri Lankan Veterinary Hospital. The sampling technique was systematic random sampling and sample size was 200. Primary data collection done by SERVQUAL and four items construct for customer satisfaction. They were subjected to Principal Component Analysis and Cronbach’s alpha test. Multiple Regression Analysis was used to find out relationships. Principal Component Analysis revealed four components for SERVQUAL and named as Service Oriented Commitment, reliability, tangibility and assurance. Internal consistency of constructs were within acceptable level. The Multiple Regression Analysis revealed strong positive relationship between perceived service quality and customer satisfaction. Most important dimension for customer satisfaction was service oriented commitment and least important dimension was tangibility. This study made clear insight of hidden knowledge on impact of perceived service quality on customer satisfaction in Sri Lankan Veterinary Healthcare.