Volume 4 Issue 2

Manoj Jinadasa

University of Kelaniya, Sri Lanka

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Roshan Priyankara

 Postgraduate Student, University of Sri Jayewardenepura, Sri Lanka

ABSTRACT

This paper attempts to elaborate some aspects and specificities of different epistemologies in order to facilitate the researcher in determining which epistemology can be effectively applied for their research projects. First, this paper involves with discussing what epistemology contrary to the ontology is. Second this paper describes positivism, post- positivism, realism, critical realism and empirical realism, and Interpretivism as some of the key epistemologies that are used in the research projects.

Keywords: Critical Realism, Empirical Realism, Interpretivism, Positivism, Post- Positivism, Realism

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Bimali Wijesundara

University of Kelaniya, Sri Lanka

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B.L. Sanjaya Thilakarathne

University of Ruhuna, Sri Lanka

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ABSTRACT

This paper concentrate on how far commercial banks in Sri Lanka have been adapted to online banking facilities and its impact on brand loyalty among professional customers. The main research objective of the study is to identify the level of influence made by online banking facilities on brand loyalty of the professional customers in commercial banking sector. The findings revealed that perceived value and trustworthiness influence the brand loyalty among professional customers than the customer satisfaction on brand loyalty. This is in line with an empirical study supporting the notion that trust and other security beliefs influence consumers’ intent to purchase goods over the internet and that perception of internet security influence potential purchasing behavior. Bank management can transform their branches with technology to serve their customers better. This could strengthen the bond with customers and make them more committed to continuing to use the online banking services. 

Keywords: Bank Management, Brand Loyalty, Internet Security, Online Banking, Professional Customers

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A. Munasinghe

Kelani Cables PLC, Sri Lanka

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D.M.R. Dissanayake

Senior Lecturer, University of Kelaniya, Sri Lanka

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ABSTRACT

Industrial sector organizations require some specific focus when developing brands to their institutional and domestic customer segments. Brand trust plays a significant role when it comes to establishing strong brand relationships with consumers. This paper mainly focuses on empirical gaps and practice issues found within the cable brands in Sri Lanka to identify the major research questions and the purposes. Alongside, impact of brand trust on brand evangelism was examined addressing to the empirical justifications and practice gaps found in Sri Lankan cable market. Stratified cluster sampling method was employed and 225 questionnaires were distributed amongst end-users of B2C market.  Accordingly, quantitative method was occupied with a questionnaire to execute the survey investigating how brand trust influences three sub divisions of brand evangelism. Three hypotheses were formulated and tested via Structural Equation Modelling (SEM) supported by a Confirmatory Factor Analysis (CFA) produced with AMOS-23 software version. Results proved that brand trust results purchase intention and positive referrals on cable brands whilst the impact of brand trust on spreading negative referrals on competitive brands was not proved. Paper highlights the managerial implications based on the key findings and future research directions were proposed accordingly.

Keywords: Brand Evangelism, Brand Trust, Cable Brands, SEM, Sri Lanka

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