Browsing by Author "Wijayasundara, W.M.D.N.B."

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    Influence of Marketing Mix Variable on Consumer Buying Behavior of Mobile App-Based Taxi Service in Sri Lanka (Special Reference to Colombo Metropolitan Area)
    (Uva Wellassa University of Sri Lanka, 2020) Wijayasundara, W.M.D.N.B.; Kulathike, C.J.P.; Fernando, A.G.N.K.
    Conventional taxi service is converted into a mobile app-based taxi service through a technology revolution. In Sri Lanka, people in the Colombo metropolitan area widely use this service due to heavy traffic and easiness. When mobile app-based taxi companies provide service, they cannot ignore service marketing mix and consumer buying behavior. However, there is a significant lack of empirical studies regarding the mobile app-based taxi service in Sri Lanka. The objectives of this study were to identify the impact of marketing mix variables on consumer buying behavior of mobile app-based taxi service and to identify the relationship between marketing mix variable and consumer buying behavior of mobile app-based taxi service. 150 respondents participated in this study and the convenience sampling method was used as the sampling method. For the research, data collection was done through questionnaires and those primary data were collected from the Colombo metropolitan area. Data were analyzed by correlation coefficient analysis and multiple linear regression techniques. The findings indicated that service marketing mix variables and consumer buying behavior of mobile app-based taxi service had a significant positive relationship. The research revealed product, process, and physical evidence significantly impacted the consumer buying behavior of mobile-app based taxi service. According to the study, results were able to provide a strong implication on the knowledge available regarding the relationship between the service marketing mix and consumer buying behavior of mobile app-based taxi service. Key words: Service marketing mix, Consumer buying behavior, Mobile app-based taxi service, Colombo metropolitan area
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    The Influence of Marketing Mix Variables on Consumer Buying Behavior of Mobile App-Based Taxi Service in Sri Lanka (Special Reference to Colombo Metropolitan Area)
    (Uva Wellassa University of Sri Lanka, 2015) Wijayasundara, W.M.D.N.B.
    Mobile app-based taxi service is an upcoming transportation method in Sri Lanka and now step by step it's becoming an internal part of public transportation. Mobile app-based taxi service is economical, quick and convenient to consumers. Conventional taxi service arises many problems. This research paper focuses on the influence of marketing mix variable on consumer buying behavior of mobile app-based taxi service in Sri Lanka with special reference to the Colombo metropolitan area. The service marketing mix is modern marketing theory and it's tied up with every service. Therefore, service providers should concentrate on service marketing mix. This study investigated the service marketing mix (7p's) influence that five mobile app-based taxi service providers in Sri Lanka. Both primary and secondary data was gathered through a questionnaire and from previous scholar's articles and company sources. The research analysis based on 150 consumers responses that were collected by who used or often used a mobile app-based taxi. Correlation and regression models used to analyze data. Results showed service marketing mix positively influence on consumer buying behavior of mobile app-based taxi service. It concluded that among service marketing mix (7p's) variable product, process and physical evidence has a significant impact on consumer buying behavior. The study recommended the government should develop regulation for mobile app-based taxi service and also service providers should update their standards and recruit more female drivers. Keywords: Service Marketing Mix, Consumer Buying Behavior, Mobile App-Based Taxi Service, Colombo Metropolitan Area