Volume 5 Issue 2

Bandara B.S.S.U.

Senior Lecturer, University of Kelaniya, Sri Lanka

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Jayarathne A.

Senior Lecturer, University of Sri Jayewardenepura, Sri Lanka

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ABSTRACT

This study examines the relationship between brand trust and behavioral intention in a multiple channel (online/Offline) situation and how it helps in developing relationships with the brand. The study is supported by commitment–trust theory introduced by Morgan and Hunt (1994). A structured questionnaire was distributed among 545 customers who transacts in both offline and online channels the in banking sector. Findings indicate that offline brand trust has a higher impact than online brand trust and the combine effect (multichannel effect - MCBT) has less impact than even both offline and online brand trust on behavioral intention (BI). Furthermore, the relationship commitment partially mediates the relationship between the MCBT and BI. While discussing the impact of MCBT on BI the study proposes that brand managers to carefully reinvestigate brand related strategies to ensure a better service to their customers.

Keywords: Behavioural Intention, Brand Trust, Offline and Online Brand Trust, Relationship Commitment

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Gayan Nayanajith, D. A.

Doctoral Student, University of Kelaniya, Sri Lanka

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Weerasiri, R. A. S.

Senior Lecturer, University of Kelaniya, Sri Lanka

Damunupola, K.A.

 Senior Lecturer, Uwa Wellassa University, Sri Lanka

ABSTRACT

 Fast-paced expansion of information and communication technology (ICT) revolutionizes different facets of contemporary human life and global economic landscape to a greater extent. Within technological transformation arena, retail financial services which includes retail banking activities performs a pivotal role. Technological advancement and internet facilities have demanded rapid changes radically in the financial services sector service delivery. E-banking facilitates bank customers to engage in an array of banking services via banks’ official websites. Amidst these changes e-banking adoption has gained limelight as a researchable notion owing to challenges attributed in different markets and country contexts. This article review founded on the concept of e-banking adaption in line with theoretic and empirical discussions. Hence, literature review was exploited as the main research tool. Research paper attempted to introduce practice related insights by discussing cases that were found within the domain of e-banking adoption. Article is organized as a concept paper to emphasize some of the case evidences with special reference to consumer electronic banking whilst arguments have been supported empirically. Importance of customer awareness, innovativeness, service quality, trust and security aspects related to e-services and prioritizing of marketing to motivate adoption of e-banking solutions has been unveiled by the discussions. In conclusion, paper postulates directions for the future researches in line with empirical justifications.

Keywords: E-banking, E-banking adoption, Financial services, ICT, Service quality, Sri Lanka

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Pushpasiri T.K.

Finance Commission of Sri Lanka

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Dharmadasa V.P.

Finance Commission of Sri Lanka

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ABSTRACT

Marketing research practices have been identified as one of the important key ingredients for superior performance and global competitiveness in Small and medium enterprises (SMEs). The success or failure of SMEs is said to rests in part on the nature and types of marketing research practices they employ. The study was carried out with four dimensions under the marketing research practices as price-related practices, product-related practices, maintain customer relationship related practices and promotion related practices to understand the relationship with financial performance in SMEs. Data were collected using questionnaires from 200 respondents in the SMEs. Based on the findings of the study, it concluded that there is a moderate positive relationship between marketing research practices and financial performance. As well as all the dimensions of the marketing research practices are significant predictors of the financial performance while price-related practices and product-related practices are major among them. According to the results of simple regression analysis, marketing research practices were found to have a positive impact on financial performance.

Keywords: Financial Performance, Marketing Research Practices, Small and Medium Enterprises

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