DSpace Collection:http://repository.kln.ac.lk/handle/123456789/102292024-03-29T13:38:28Z2024-03-29T13:38:28ZEffectiveness of Relationship Marketing Tools on Building Brand Perception: With Reference to Surgery Transplant Products in Sri Lankan Pharmaceutical IndustryGeethanga, P.L.P.Dissanayake, D.M.R.http://repository.kln.ac.lk/handle/123456789/51562017-05-31T06:30:37Z2014-01-01T00:00:00ZTitle: Effectiveness of Relationship Marketing Tools on Building Brand Perception: With Reference to Surgery Transplant Products in Sri Lankan Pharmaceutical Industry
Authors: Geethanga, P.L.P.; Dissanayake, D.M.R.
Abstract: 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.2014-01-01T00:00:00ZBehavioral Intention towards using M-Learning among Higher Educational Students in Sri LankaPerera, M.http://repository.kln.ac.lk/handle/123456789/51552023-04-24T13:07:52Z2014-01-01T00:00:00ZTitle: Behavioral Intention towards using M-Learning among Higher Educational Students in Sri Lanka
Authors: Perera, M.
Abstract: The proliferation and popularity of mobile phone usage in Sri Lanka has created an untapped potential for educators and organizations. The very recent introduction of mobile learning to the higher education sector of the country is set to exploit much of this opportunity, but there remains some doubt on readiness of students towards this revolutionary distance learning method. This research was focused on increasing the knowledge for the education sector towards understanding of students' intention in accepting and adopting into M-learning as many of the benefits of M-learning has not yet been fully realized in Sri Lanka. Also, the study was also conducted with a view of identifying the factors affecting behavioral intention of higher educational students in Sri Lanka towards M-learning. Based on prior studies, related theories and frameworks four variables were identified in order to assess the behavioral intention of students towards and M-learning system and those were: attitudes, subjective norms, perceived behavioral control and perceived risk. The research approach of the study was deductive discipline and primary data were gathered from a self-administered questionnaire. The relationship between each independent and dependent variables were examined along with the hypotheses developed. The sample size was 200 students who represented four public universities and four other higher educational institutes in Sri Lanka. The results revealed that there were positive relationships between attitudes, subjective norms and perceived behavioral control and behavioral intention while perceived risk demonstrated a negative relationship with the behavioral intention. The study has discussed the findings followed by both descriptive and inferential statistics and based on the findings it is possible to provide recommendations in favor of implementing M-learning systems within the higher educational sector in Sri Lanka.2014-01-01T00:00:00ZCustomer Switching Behavior in Commercial Banking Industry: With Special Reference to Colombo District, Sri LankaDayarathna, D.D.K.S.Gajanayake, R.Amaratunge, S.http://repository.kln.ac.lk/handle/123456789/51542017-05-31T06:30:45Z2014-01-01T00:00:00ZTitle: Customer Switching Behavior in Commercial Banking Industry: With Special Reference to Colombo District, Sri Lanka
Authors: Dayarathna, D.D.K.S.; Gajanayake, R.; Amaratunge, S.
Abstract: In the modern business world the customer is the most important factor because the survival and growth of any organization highly defended upon the customer base. Therefore retain the customer is a challenge for any organization. Because if the customers are dissatisfied with the level of service offered that they will move to another service provider. So in this study the main objective is to find out the key factors affect for customer switching in commercial banking sector in Sri Lanka. Further the attempts have been made to find out the degree of the influence of these factors on customer switching behavior in Sri Lankan commercial banking industry.
In this research the researcher selected 10 leading Licensed Commercial Banks in Sri Lanka and 200 customers in Colombo area as sample to gather data. The findings of this research revealed that demographic factors and advertising are more important factors for customer switching behavior. Also Service quality, customer satisfaction, price and innovations & technologies have an impact on customer switching behavior in banking industry of Sri Lanka. The results of this research allow bankers and practitioners to develop and implement marketing strategies to decrease customer switching behavior and increase bank profits. Furthermore, this research provides useful information for future researchers investigating customer switching behavior in the commercial banking industry in Sri Lanka.2014-01-01T00:00:00ZThe Impact of Brand Loyalty on Buying Behavior of Consumers of LED Television (Case Study to Philips LED TV)Ravindra, P.Kumarapeli, K.http://repository.kln.ac.lk/handle/123456789/51532017-05-31T06:30:48Z2014-01-01T00:00:00ZTitle: The Impact of Brand Loyalty on Buying Behavior of Consumers of LED Television (Case Study to Philips LED TV)
Authors: Ravindra, P.; Kumarapeli, K.
Abstract: The attempt of this study is to examine the impact of the brand loyalty generates on consumers buying behavior especially concerning to LED television. Hence, the purpose of the study is to determine the factors contribute to construct brand loyalty in the minds of consumers and to what extent they influence on consumers‟ buying decision towards LED televisions. The researcher initiates the study in finding relevant literature with regard to the brand loyalty and consumer buying behavior. Based on that literature, the conceptual framework is developed and examined during the study taking the variables from the available literature. The factors such as brand awareness, brand image, perceived quality and company reputation and consumers‟ buying decision are the main variables investigated in the current study. The research methodology mainly focused on gathering primary data using a questionnaire. The analysis of primary data allowed the researcher to examine the hypotheses developed based on the variables identified as main contributory factors in constructing brand loyalty which influence the buying decision of the consumers. The conclusions of the study suggest that there are statistically significant relationship exist between the identified variables and consumers‟ buying decision. Therefore, the recommendations are given by the researcher to increase effectiveness of factors affecting in constructing the brand loyalty towards the selected LED television brand.2014-01-01T00:00:00Z