THE IMPACT OF DIGITAL MARKETING CUSTOMER RELATIONSHIP MANAGEMEI\I AND SERVICE QUALITY ON BRAND EQUITY IN THE TELECOMMUNICATION INDUSTRY IN HAMBANTOTA DISTRICT

Abstract

This study examines the combined impact of digital marketing, customer relationship management (CRM), and service quality on brand equity in Sri Lanka's telecommunications sector, focusing on Hambantota. Despite existing research on these factors individually, their collective influence on brand equity remains underexplored. The study utilizes data from 384 respondents and employs a quantitative methodology, including regression analysis, to analyze these relationships. Findings reveal that service quality is the most significant factor influencing brand equity, while digital marketing and CRM have weaker correlations. This research provides practical insights for telecom companies, highlighting the need to prioritize service quality to enhance brand equity. It also suggests that while digital marketing and CRM are beneficial, their direct impact on brand equity is limited without high service quality. The study underscores the importance of service excellence in customer loyalty and brand perception. However, it notes limitations such as reliance on quantitative methods and convenience sampling, recommending future research to include qualitative approaches and more rigorous sampling for broader applicability. Practical implications emphasize investing in service quality initiatives and localized marketing strategies to strengthen brand equity in the Hambantota district.