http://www.digital.lib.esn.ac.lk//handle/123456789/8 2026-07-21T04:44:51Z 2026-07-21T04:44:51Z DEEPIKA PRIYADARSHANI HENNAYAKA, HENNAYAKA MUDIYANSELAGE http://www.digital.lib.esn.ac.lk//handle/1234/17782 2026-07-09T21:30:33Z 2025-01-01T00:00:00Z

IMPACT OF LOYALTY PROGRAMS ON CUSTOMER SATISFACTION IN SUPERMARKET RETAIL INDUSTRY OF UVA PROVINCE DEEPIKA PRIYADARSHANI HENNAYAKA, HENNAYAKA MUDIYANSELAGE In today's dynamic and competitive retail environment, customer satisfaction is crucial for customer retention and long-term business success. The objectives of this study are to identify$ the levels of loyalty card programs (Customer Commitment and Involvement, Variety Seeking , Privacy Concerns and Anticipated Benefit ) and Customer Satisfaction, to identi$r the relationship between loyalty card programs (Customer Commitment and Involvement, Variety Seeking , Privacy Concerns and Anticipated Benefit) and customer satisfaction, and to identify the impact of loyalty card programs (Customer Commitment and involvement, Variety Seeking, Privacy, Concerns and Anticipated Benefit) on customer satisfaction. A quantitative research approach was employed using structured questionnaires to gather data from 392 loyalty cardholders across leading supermarket chains in Badulla and Monaragala clistricts. Respondents were selected using satisfied random sampling to ensure diversity in consumer demographics and loyalty card usage behavior. The collected data were analyzed using univariate analysis, bivariate analysis and rnultiple regression analysis to test the strength and significance of the relationships between variables. The findings reveal a strong positive correlation between the effectiveness of loyalty card programs and customer satisfaction. Among the loyalty card features examined, Customer Commitment and Involvement, Variety Seeking, Privacy Concerns and Anticipated Benefit had the highest influence on customer satisfaction. Furthermore, the study found that customers who frequently used their loyalty card reported higher satisfaction level than occasional users, indicating a behavioral dimension to loyalty effectiveness. This research provides actionable insights for supermarket retailers in Uva province, suggesting that well designed loyalty programs can substantially improve customer satisfaction and, by extension, customer loyalty. Keywords: Customer Commitment and Involvement, Variety Seeking, Privacy Concerns, Anticipated Benefit, Customer Satisfaction.

2025-01-01T00:00:00Z AVISHKA IMALSHANA, WEERAKONDA ARACHCHIGE http://www.digital.lib.esn.ac.lk//handle/1234/17781 2026-07-09T21:30:33Z 2025-01-01T00:00:00Z

THE EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN HOTEL INDUSTRY WITH REFERENCE TO HOTELS IN TRINCOMALEE DISTRICT AVISHKA IMALSHANA, WEERAKONDA ARACHCHIGE The hotel industry plays a vital role in the economic and tourism development of Sri Lanka, especially in emerging destinations like the Trincomalee District. This study investigates the effect of service quality on customer satisfaction in selected 3-star hotels within this region. With the increasing competition and evolving expectations of modern travelers, service quality has become a key differentiator in customer decisionmaking and loyalty. This research adopted a quantitative approach using primary data collected through structured questionnaires, and secondary data from academic articles and reports. The SERVQUAL model, encompassing five dimensions-tangibility, reliability, responsiveness, assurance, and empathy-was employed to evaluate service quality. A sample was drawn from hotel guests in Trincomalee, and data analysis was conducted using SPSS to assess relationships between service quality dimensions and customer satisfaction. The findings reveal that all five service quality dimensions significantly influence customer satisfaction, with responsiveness, assurance, and empathy emerging as the most impactful factors. The study further highlights the importance of tailoring service standards to both local cultural expectations and international hospitality benchmarks to enhance customer experiences. The results suggest that hotels in Trincomalee should prioritize staff training, personalized service, and infrastructural improvements to meet rising tourist expectations. Furthermore, aligning service delivery with sustainable and responsible tourism practices can enhance competitiveness and promote long-term customer loyalty. This study provides valuable insights for hotel managers, policymakers, and tourism stakeholders seeking to elevate service quality and build a sustainable hospitality sector in Sri Lanka's Eastern province. Keywords: Service Quality, Customer Satisfaction, Hotel Intlttstry, Hospitality Management

2025-01-01T00:00:00Z SARUSAN, SIVANESARASA http://www.digital.lib.esn.ac.lk//handle/1234/17780 2026-07-09T21:30:32Z 2025-01-01T00:00:00Z

ROLE OF SOCIAL MEDIA MARKETING ON PERFORMANCE OF SMEs IN BATTICALOA SARUSAN, SIVANESARASA Social media marketing has become a transformativE tool for business development globally' particularly for Small and Medium Enterprises (SMEs) striving for visibility, customer engagement, and competitive advantage. This study investigates the role of social media marketing on performance of SMEs in Batticaloa Region. The research focuses on Five dimensions of perceived usefulness, perceived ease of use, compatibility, facilitating conditions and cost. The study also explores how these dimensions influence performance of SMEs. The research adopts a quantitative approach, collecting data from 313 SME owners and managers selected through purposive sampling. A structured questionnaire was administered, and the data werc analyzed using descriptive statistics, correlation, and regression analysis (SpSS 26.0 Version). The assessment revealed that the lcvels of the five dimensions perceived Usefulness, Perceived Ease of [Jse, compatibility, Facilitating Conditions, and Cost are generally high among SMEs in the Batticaloa *,ith univariate analysis. The corelation analysis confirrned that all five Perceived Usefulness, Perceived Ease of Use, Compatibility, Facilitating Conditions, and Cost have a signifioant positive relationship rvith the perfonnance of SMEs in adopting social n:edia marketing strategies. The regression analysis revealed that each of the five dimensions Perceived Usefulness, perceived Ease of Use, Compatibility, Facilitating Conditions, and Cost significantly impact the performance of sMEs in adopting social media marketing strategies. The significance of this research lies in its practical implications for SMEs owners, policymakers, and digital marketers. It offers insights into how low-cost, high-reach platforms like Facebook, Instagram, and WhatsApp can be leveraged to boost business growth and long-term sustainability. Furtherrnore, the study fills a notable gap in empirical literature within the Sri Lankan context, especially in under-researched Eastern regions. The study recommends that SMEs invest in tailored social media strategies and training to maximize -marketing effectiveness. Future research could explore longitudinal effects and industry-specific outcomes across diverse regions. Keywords: social Media Marketing, perceived usefulness, perceived Ease of Use, c omp at i b i I i ty, F ac i I i t ati n g c o ncl i t i ons, C o st, and p erfo r nt an c e oJ- s ME s

2025-01-01T00:00:00Z THARSHIKA, THAYANANTHAN http://www.digital.lib.esn.ac.lk//handle/1234/17779 2026-07-09T21:30:31Z 2025-01-01T00:00:00Z

THE INFLUENCE OF PERCEIVED ORGANIZATIONAL SUPPORT ON EMPLOYEE CREATIVITY IN THE BANKING SECTOR IN BATTICALOA: THARSHIKA, THAYANANTHAN

2025-01-01T00:00:00Z