Browsing by Author "Oshadha, B.A.P."

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    Effect of Customer Relationship Marketing Practices on Customer Loyalty (With Special Reference to Five Star Hotels in Colombo District)
    (Uva Wellassa University of Sri Lanka, 2019) Oshadha, B.A.P.; Kulathilaka, C.J.P.; Damunupola, A.K.A.
    Customer Relationship Marketing (CRM) is a widely using strategy in the modern-day business arena that allows to cultivate durable relationships with both present and potential customers while helping streamline corporate performance. Theoretically it develops a strong customer relationship, customer loyalty and brand value for an establishment. Service businesses are extensively led to the CRM practices evidently. The objectives of this study was to recognize the different CRM practices that are used in the hotel industry and assess the impact of those practices on the customer loyalty. Total of one hundred guests from five star hotels in Colombo district were selected conveniently as the study sample. A structured questionnaire was distributed to collect primary data and descriptive statistics, correlation analysis, and multiple linear regression analysis were used in the study in order to achieve the research objectives. The empirical results of the study revealed that the five star hotels are using an extensive set of CRM practices aligning to the trust, commitment, social bonding, empathy and communication where those have been felt mostly to the guests. CRM practices of the five star hotels and customer loyalty have a strong positive relationship. The most influential factor among all the customer relationship marketing practices, can be identified as social boding and trust had been identified as the least influential factor which affect to the customer loyalty in five star hotels in Colombo district. The findings suggest that hotels can create loyal customers by exhibiting trustworthy behaviors, communicating information to customers efficiently and accurately, delivering a quality services and improving overall customer relationship quality.
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    Effect of Customer Relationship Marketing Practices on Customer Loyalty (With Special Reference to Five Star Hotels in Colombo District)
    (Uva Wellassa University of Sri Lanka, 2017) Oshadha, B.A.P.
    Tourism has become one of the fastest growing industry in the world. It contributes to the global economy as well as provides job opportunities. Tourists have many purposes when travelling to a different destination. From diverse purposes of travellinv„wildlife tourism had gain much priority recently. Wildlife tourism involves activities that interact with wildlife mostly in national parks and protected areas. Ruhuna Yala national park and Horton Plains national park are the most popular national parks for wildlife tourism in Sri Lanka. Therefore due to highest number of tourist arrivals impact on wildlife and environment is negative. Researcher had identified an empirical gap in the context. There are no researches regarding socio-economic determinants of wildlife tourism that effect on tourism service suppliers. The objective of this research study is to identify socio-economic factors of wildlife tourism that impact on tourism service suppliers in Ruhuna Yala national park and Horton Plains national park. Primary data collected from 100 tourism service suppliers from both Ruhuna Yala national park and Horton Plains national park through self-evaluated questionnaire. In order to achieve the objective of this research, the researcher conducted exploratory factor analysis method and found five factors impact on tourism service suppliers. Reliability of this research study is 0.815. This study is evident that community health and safety, host community, investment, social cohesion and income distribution are the factors that effect on the tourism service suppliers. Further, based on the factors, researcher recommends maintaining the code of conduct, ensuring the CSR activities by tourism establishments and implement of a health policy, confirmation of fair income distribution and encouraging foreign investments can be used to increase the favorable environment for tourism service suppliers to perform a memorable experience to tourist.