ICBR-2024 (7th)

Permanent URI for this collectionhttp://192.248.9.226/handle/123/22951

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7th International Conference on Business Research - ICBR 2024
(Business Research Unit (BRU), 2024)
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Adoption of vertical integration towards business performance excellence: a case study
(Business Research Unit (BRU), 2024) Dissanayake, DMKVS; Premasiri, PHPRN; Wijesekara, GAV; Perera, DFAMK; Liyanage, T
This study examines the case study organization’s achievement of business excellence or success through vertical integration, which is considered an outdated strategy by recent scholars. This study examines the case study organization's business excellence or success through vertical integration, which is considered an outdated strategy by recent scholars. Using a single case study strategy, this study investigates why the case study organization moved to vertical integration as a key strategic initiative and explores how vertical integration drives performance excellence in the case study organization. This explores vertical integration in a Sri Lankan retail company, focusing on the motivations and rationale behind its adoption as a strategic practice for business excellence, using a qualitative approach to explore an organizational strategy of vertical integration into the company's operations. Data collection methods include in-depth interviews and focus group discussions and This study's data analysis is based on thematic analysis. This study mainly applies institutional theory as the theoretical framework to investigate the phenomenon under investigation. The research site of this study, which is called Evergreen Mart to preserve its anonymity, is a leading retail operator's subsidiary in Sri Lanka. Through the research findings, the purpose of the study is to discuss how this case study can adopt vertical integration as a successful business strategy. Evergreen Mart collectively covers the major aspects of business performance excellence, including operational efficiency, financial performance, supply chain reliability, and customer satisfaction according to interviews and focus group discussions. By linking these areas with the strategic initiative of vertical integration, this study can finally say that vertical integration contributes to a successful strategy in pursuit of business performance excellence for sustainable success in the competitive market environment of Evergreen Mart.
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Adverse impact of internet shutdown on e-commerce and social media marketing in Bangladesh
(Business Research Unit (BRU), 2024) Chowdhury, SA; Jabber, MSSB
The rise of e-commerce and social media marketing in Bangladesh has been a significant driver of economic growth, fostering entrepreneurship and expanding market accessibility. However, the frequent shutdowns of internet services, often due to political or security concerns, have posed substantial challenges to the e-commerce sector. Very recently Bangladesh has experienced internet shutdowns for prolonged periods that have had profound implications for e-commerce and social media marketing endeavors. This study examines the ramifications of this shutdown on the digital economy, focusing on the operational and strategic challenges faced by E-commerce businesses and social media marketing activities. During the latest internet shutdown episode, E-commerce platforms witnessed a significant decline in sales compared to periods of regular and uninterrupted internet connections. The inability to place orders and to process online payments by the consumers coupled with the failure to manage inventory by the sellers effectively were the key factors behind this decline. Social media marketing was severely impacted as well, with a huge reduction in engagement metrics due to disrupted content delivery and advertising efforts. To adapt to the sudden disruptions, E-commerce businesses responded by shifting to offline sales and alternative marketing channels. However, these measures helped only partially to recover the financial losses incurred by the disruption. By utilizing data from market reports, online retail platforms, and consumer surveys, the research highlights the immediate and long-term effects of internet shutdowns on online sales, business operations, and consumer behavior. The findings highlight the critical role of internet connectivity in modern business operations and suggest businesses’ need for robust and adequate contingency plans to address such disruptions. The study contributes to the understanding of the digital economy and social media marketing-related vulnerabilities and offers insights into strategies for enhancing resilience against internet-related disruptions.
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Commercialization of four-wheeler electric vehicles charging station in Bangladesh: challenges and opportunities
(Business Research Unit (BRU), 2024) Jahan, NA; Hossain, MS; Alam, SB
There are several potential and difficulties associated with the commercialization of electric vehicles (EVs), especially in developing nations like Bangladesh. This study examines Bangladesh's present EV technology commercialization situation, highlighting significant obstacles and prospects. Using a case study of an electric charging station in Dhaka city. Electric vehicles (EVs) are pulling momentum in this age of global warming due to their environmentally friendly nature. This technology has potential, and challenges associated with commercialization, especially in Bangladesh. This study examines the present situation of Bangladesh's EV technology and market along with the challenges and opportunities of commercialization of this niche market. The study uses qualitative data from secondary sources like various reports, policy guidelines, market data, etc., and four case studies of EV dealers and Charging station companies. The theoretical base was a combination of the 7p model and the goldsmith business model for commercialization. As the market is still in its niche phase the study carefully observed the potential future action for commercialization. It was found that EVs have a potential future market due to the manufacturer of cars shifting to EVs. However, the challenge remains in accommodating vehicles with proper infrastructure (charging stations). To tackle this shift, it is high time to develop EV charging infrastructures to be installed for a smooth transition. The major challenges for this include financial barriers, energy supply, and policy gaps. The opportunities are environmental betterment, technological advancement, and potential for the local market. For commercializing the EV sector competitive prices with traditional fuel-driven cars are necessary along with awareness of the economic and environmental benefits of proper planning. The study recommended that there is a need to spread accurate knowledge among the end users for the adoption of EVs and policymakers and industry stakeholders’ recommendations to support the development of Bangladesh's EV sector.
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Cycling routes to mitigate heat stress on cyclists in tropical urban environments: an extendable agent-based modeling framework for strategic decision-making and business applications
(Business Research Unit (BRU), 2024) Waidyalankara, SAR; Dassanayake, SM; Jayasooriya, V
Heat stress is a significant concern for cyclists in tropical urban environments, impacting both their well-being and overall thermal comfort. While extensive research has been conducted globally to mitigate heat stress, particularly in cold climate cities where winter heat stress reduces urban thermal comfort, the focus has largely been on pedestrian thermal comfort. Research on addressing heat stress among cyclists, especially in tropical urban settings, remains limited. The optimization of cycling routes to minimize perceived heat stress and improve thermal comfort is an area that has not been extensively explored. This study addresses these research gaps by introducing a novel and effective methodology utilizing an Agent-Based Model to assist urban cyclists in selecting routes that minimize heat stress. By doing so, the study aims to enhance the thermal comfort of cyclists in tropical cities, contributing to a more sustainable and cyclist-friendly urban environment.
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Education is a feminine brand personality: a case study on facebook advertising by non-state higher education institutions
(Business Research Unit (BRU), 2024) Janathanan, C
The research understands Higher education Institutions and the masculine, and feminine brand personality. Different brand perspectives for Facebook advertisement and development have been set out with unique aspects of creating different advantages. A key issue in this research is the lack of brand personality-based studies in higher education in Sri Lanka. The research methodology does provide desk research with a case study of Facebook ad library-based content publishing by HEIs (Higher Education Institutions) Aaker’s model on brand personality traits is applied: (1) Sincerity, (2) Excitement, (3) Competencies, (4) Sophistication, and (5) Ruggedness. In this research, the role of the results gathered is to provide insights that are enabled by unique findings. With the qualitative research carried out it was clear that the non-state HEIs are promoting a “feminine brand image”. Excitement was a key factor that had not been utilized by then on state HEIs.
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Effect of entrepreneurial leadership on exploratory innovation – the role of intrinsic motivation and environment dynamism as moderators in the it sector of Sri Lanka
(Business Research Unit (BRU), 2024) De Costa, AY; Wickramasinghe, V
At this pivotal point in Sri Lanka, the confluence of innovative activities and leadership styles significantly influences the trajectory of organizational performance in Sri Lanka's information technology (IT) sector. Understanding the complex interactions between leadership behaviors and innovation is crucial for sustaining development and competitiveness in the face of the sector's rapid technical improvements, globalization, and changing consumer needs. This quantitative research delves into the intricate interplay between entrepreneurial leadership styles, which has shown its potential to stimulate innovative thinking and risk-taking behaviors among employees and explore innovation with a moderating effect of intrinsic motivation and environmental dynamism. Utilizing a sample size of 157 participants from the IT sector of Sri Lanka, the findings reveal that entrepreneurial leadership style has a significant positive relationship with explorative innovation. Furthermore, intrinsic motivation is found to be a significant negative moderator between entrepreneurial leadership and exploratory innovation. Environmental dynamism is found to positively moderate the relationship between entrepreneurial leadership and exploration innovation. These results shed light on the nuanced influences of entrepreneurial leadership style, intrinsic motivation, and environmental dynamism on innovation activities in the IT sector, offering valuable insights for organizational leaders and policymakers seeking to foster a culture of innovation in dynamic environments.
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Enhancing operational strategies in water reservoir management through satellite imagery: analysing temporal anomalies in water surface variations for climate adaptation under seasonal changes
(Business Research Unit (BRU), 2024) Madhurshan, R; Dhananjaya, KIK; Keerthi, T; Dassanayake, SM; Chao, Z
Climate change variations have significant adverse impacts on water resources, particularly in regions where the water supply is primarily dependent on reservoir systems. For efficient management of water resources, it is essential to comprehend the dynamics of reservoir water levels and climate-driven anomalies. Quantitatively appraising the water budget is crucial for enhancing socio-economic water and energy demands. Analyzing fluctuations in water levels and cyclic patterns of drought seasons due to climate change can significantly aid in the pre-planning and managing reservoir systems. This study aims to enhance water reservoir management by using satellite imagery to identify drought periods through surface water area analysis. With the fusion of Landsat 8 and Sentinel-1 data, this research focuses on mapping water surface changes at the Victoria Lake reservoir, Sri Lanka, using the Normalized Difference Water Index (NDWI) from 2018 to 2023. Both satellite data were acquired and subsequently processed on the Google Earth Engine platform (GEE). The resulting maps were created using ArcMap desktop software. The correlation coefficient observed between Landsat 8 and Sentinel-1 NDWI area measurements is 0.771, indicating a strong relationship between the two datasets. This high correlation underscores the reliability of using both sources to comprehensively analyze water surface area. Factors such as sensor calibration, atmospheric conditions, and data processing techniques can affect recorded values and correlations. Results revealed a cyclic pattern in water levels, with a notable trough in March 2019, followed by a significant drop lasting until March 2022, and another rapid decline observed within the subsequent year. Integrating satellite imagery in monitoring and decision-making processes offers a valuable tool for addressing the challenges of water and energy management under climate anomalies.
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ERP implementation – overcoming issues linked with the procurement process
(Business Research Unit (BRU), 2024) Hettiarachchi, M.; Wijekoon, A; Weerasooriya, D; Thennakoon, I; Sirirathna, S; Hiripitiya, T
This research aims to identify issues faced by an Enterprise Resource Planning (ERP) vendor in implementing an ERP system at a client company and to propose solutions. These issues have been a barrier to reengineering the procurement process and integrating it with the ERP system. The main issue encountered during the implementation was the absence of unique item identification for goods which impacted the entire procurement process. To address this critical issue, a comprehensive hierarchical item identification system was devised, introducing four levels for categorization and unique identification. Further, to streamline the procurement process, a user manual was developed. This user manual offers clear and concise guidance on utilizing various forms related to procurement, ensuring accurate and error-free data input and retrieval. This research emphasizes the critical role of a systematic item identification system and an integrated ERP system in enhancing procurement processes, promoting efficiency, and ensuring long-term operational sustainability for the client company.
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Evaluating the effectiveness of online learning and teaching: a study focused on undergraduates at the University of Moratuwa, Sri Lanka
(Business Research Unit (BRU), 2024) Dassanayake, B; Gunawardana, A; de Silva, TS
The COVID-19 pandemic led to an unprecedented shift from traditional classroom settings to online learning environments worldwide. This transition emphasized the importance of online learning not only as a response to emergencies but as a crucial mode of education that could shape the future of learning. Online platforms offer opportunities for flexibility, accessibility, and personalized learning experiences, making them increasingly relevant in modern education. However, this rapid transition, particularly in developing countries like Sri Lanka, posed significant challenges and raised critical questions regarding the effectiveness of online education. This study focuses on the University of Moratuwa (UOM), one of Sri Lanka's leading technical universities, and seeks to evaluate the effectiveness of online learning both during the pandemic and in the broader context of ongoing online educational practices. The study primarily aims to assess student engagement, learning outcomes, and the challenges encountered by students during this period. The sudden switch to online learning in Sri Lanka highlighted both the resilience and the challenges of the educational system. Unlike courses initially designed for online platforms, the rapid adaptation of face-to-face courses to virtual environments presented a steep learning curve for both students and educators. The need for a sustainable online learning framework became evident, as this shift revealed underlying issues like technological barriers, student isolation, and the complexity of fostering engagement in a virtual space. This study addresses the research gap by analyzing the experiences within a developing country context, offering insights that are crucial for improving online education globally while proposing strategies for its effective integration into future educational models.
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Factors driving the systematic growth of ornamental fish exports: with special reference to north western province, Sri Lanka
(Business Research Unit (BRU), 2024) Karunanayaka, GDCN; Bandara, TMOKK
Production and export of ornamental fish is a lucrative market opportunity. It has earned valuable foreign exchanges during the past years. This study was conducted to identify the factors that have led to the systematic growth of ornamental fish export in North Western Province, Sri Lanka. North Western Province was selected for this study due to its favorable climate and suitable space for ornamental fish farming. Primary data was collected from all thirteen exporters engaged in the export of ornamental fish in the Kurunegala and Puttalam Districts of the North-Western Province by using a self-administered questionnaire. The collected data were analyzed through Statistical Package for Social Sciences (SPSS) version 29. KMO and Bartlett’s Test, Reliability Test, and Descriptive Statistics were used to analyze the data. Four hypotheses were developed to measure the relationship between the variables and examined using Pearson Correlation Analysis and Multiple Regression Analysis. The results of this study revealed that the factors of ornamental aquaculture technology, knowledge and skill development, production cost, and awareness of the market were positively correlated to the systematic growth of ornamental fish exports. Subsequently, ornamental aquaculture technology, knowledge, and skill development were found to significantly affect the systematic growth of ornamental fish exports, while production cost and awareness of the market were found to be insignificant. Overall, this study found that the independent variables of ornamental aquaculture technology, knowledge, and skill development affect the systematic growth of ornamental fish exports in the North Western Province of Sri Lanka. This study recommended that by identifying the factors behind the growth in the export of ornamental fish, strategies, incentives, and programs should be put in place for its improvement.
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How does personalization of the products affect consumers’ attitudes toward the product
(Business Research Unit (BRU), 2024) Herath, HMDC; Seneviratne, BLD
In the present marketing landscape, brands are competing for attention, and companies are eager to build closer relationships with their consumers. This study extends the scope of personalization by deeply embedding consumers into the core of the products they engage with, enhancing their experience through personalized interactions. The drivers of consumer interest in personalized products and the ways in which personalization shapes overall experiences remain unclear in existing findings, particularly when consumers exhibit unexpected reactions. The research discusses how product personalization affects consumer’s emotions and attitudes toward products, how businesses can effectively utilize product personalization to drive sales growth, and the psychological drivers underlying the influence of product personalization. This approach exceeds the limitations of traditional personalization strategies and unlocks a novel avenue for marketing. Identity engagement is a phenomenon where consumers experience an extreme sense of connection with products that reflect their unique identities. When brands design things that reflect their unique personality, it creates a bond, and this connection is beyond ordinary marketing tricks. This experimental study confirmed that personalized products convey significantly stronger positive attitudes compared to non-personalized products. Identity engagement and product type influence how consumers emotionally engage with and perceive products, shaping their behavior. Personalization is more effective when consumers feel a strong personal connection to the product, allowing marketers to tailor strategies for greater impact and increase their sales. By understanding consumers’ individual interests, brands create a feeling that the consumer belongs to their community, not just their market.
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Impact of gamification on customer experience and perceived value in the Sri Lankan telecommunication market
(Business Research Unit (BRU), 2024) Samarasinghe, GD; Kuruppu, GN; Sisara, HT; De Silva, S; Gallage, HPS; Campos, PS
The telecommunication services industry has grown rapidly in Sri Lanka over the past few decades. But, for a tiny island nation with a relatively low population figure, the number of active telecommunication service providers operating in the country is considerably high. In the current market situation, no service provider has a competitive edge over technology. Hence, companies take the customer experience very seriously as the perceived value towards the service provider is one of the main deciding factors for a customer when gamification. Thus, this study aims to identify the effect of gamification and customer experience on perceived value in the Sri Lankan Telecommunication market. A representative sample of 200 gamification users was selected and the feedback was collected using a structured questionnaire. Using SPSS 24 software, the characteristics of the sample were analyzed through descriptive statistics, and research objectives were achieved by testing hypotheses using correlation and regression analysis. The results evidenced that the relationships between gamification and perceived value, gamification and customer experience, and customer experience and perceived value have a significant, moderate & 0positive linear relationship. Further, it was found that customer experience provides a significant, partial, and positive impact on gamification and perceived value. The findings of the study help practitioners to uplift the use of gamification in their marketing strategy.
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The Impact of monetary policy on inflation and production: a comparative study on Sri Lanka, India, and the USA
(Business Research Unit (BRU), 2024) Karunarathna, KK; de Silva, TS; Perera, SD
Monetary policy is a critical tool used by the Central banks to stabilize inflation and foster economic growth. Over the past few years, the Sri Lankan economy faced significant economic challenges, such as economic downturn, and rising inflation. This led the Central Bank of Sri Lanka to execute various monetary policy changes to stabilize the economy. This study examines the effects of monetary policy transmission mechanisms (MTM) on production and inflation in the USA, India, and Sri Lanka, using monthly data from 1980 to 2023, to provide a comparative understanding of how monetary policy adjustments influence each of these economies. The analysis employs the Vector Error Correction Model (VECM) to understand the short-term and long-term effects of monetary policy adjustments on Gross Domestic Production (GDP) and the Consumer Price Index (CPI). The results of this study indicate major differences in the magnitude and timing of the policy implementation and its effects across the three economies: where the USA economy indicates quicker adjustments to monetary policy changes, which reflects their advanced financial infrastructure. In contrast, India and Sri Lanka demonstrate delayed responses, suggesting inefficiencies in their policy transmission mechanisms. In addition to this, the results also indicated that in the USA, interest rates and money supply have predictive power over both CPI and GDP. This implies that policymakers can use these channels to manage inflation and economic growth. In India, none of the independent variables showed a correlation between CPI and GDP, while in Sri Lanka, domestic credit to the private sector and money supply significantly impacts GDP and CPI. These results imply that it is vital to have tailored monetary policies for each economy considering their unique structural and temporal characteristics. For the USA, the results affirm the effectiveness of its current policy framework, while India and Sri Lanka may require enhanced policy strategies to improve transmission efficiency.
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Impact of project environmental factors on non-financial performance of software projects in Sri Lanka
(Business Research Unit (BRU), 2024) Bandara, WKDP; Suwandaarachchi, CM; Samarasinghe, GD
In most projects, project managers believe project success is a matter of meeting the outcome of a few criteria. Mainly project budget, project schedule, project performance, and end-user satisfaction. The goal of project performance is to improve the project's success. In software projects, not only financial factors; there are several non-financial performance aspects that can have a significant impact on overall project success. Further, elements in the project environment can have a significant impact on the project's performance. This research examines the influence of project environmental factors on non-financial project performance in the Sri Lankan software industry. This study presents a comprehensive analysis of the impact of project environmental factors on non-financial project performance in software projects while investigating the mediating effect of strategic decision-making relating to the Sri Lankan software industry. This research is based on a Descriptive Research Design and uses a Quantitative Correlational Research Approach. Data collection is done through the Mono Method. The research employs surveys as the primary data collection method, utilizing questionnaires to gather information from over 150 project team members across various professional areas and levels in software project teams. All participants will receive the same set of questions, and data will be collected through both email and direct contact. Additionally, secondary data was sourced from journal articles, blogs, publications, websites, and government reports. Gathered data examined via Statistical Package for Social Science Software to find the relationship between independent variables, dependent variables, and mediating variables denoted under the conceptual framework and hypothesis of this research study. A systematic review of the literature draws a multidisciplinary approach to build the foundation, addressing the key project environmental dimensions and project non-financial performance factors addressing the mediating effect of strategic decision-making. Findings from diversified sources in this study emphasize the importance of strategic decision-making and aligning project environments with goals for sustainable success.
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Impact of safety measures on occupational accidents among cast iron foundry workers
(Business Research Unit (BRU), 2024) Nanayakkara, KKH
The cast iron foundry industry is highly vulnerable to occupational accidents due to various contributing factors. This study is an attempt to pinpoint the major risk factors for workplace accidents among foundry workers in the cast iron foundry industry, Kegalle district, Sri Lanka. The main objective of this study is to evaluate the relationship between selected three independent variables (use of personal protective equipment (PPE), safety training, and management commitment) and their impact on occupational accidents. Data was collected from 117 foundry workers using the convenience sampling method and analyzed through the SPSS software package. The findings reveal that the use of PPE and safety training have a weak negative correlation with occupational accidents indicating a modest protective effect. On the other hand, management commitment shows a strong negative relationship with occupational accidents, highlighting its crucial role in enhancing workplace safety. In conclusion, the study emphasizes the significance of management commitment in reducing occupational accidents and suggests that while PPE and safety training contribute to safety, their impact is comparatively smaller. These insights call for increased focus on managerial practices to foster a safer working environment in the cast iron foundry industry.
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Impacts of urban impervious surface expansion on rice fields in north central province, Sri Lanka: a GIS-based temporal analysis
(Business Research Unit (BRU), 2024) Kandegedara, NC; Dassanayake, SM; Mahakalanda, I
Urbanization drives the increase of impervious surfaces, thereby significantly diminishing the rice field areas over time. This study examines the impact of urbanization on rice fields in Sri Lanka's North Central Province, particularly in the Anuradhapura and Polonnaruwa districts. Using quarterly Sentinel-2 satellite imagery and a pixel-based classification approach, the analysis incorporates remote sensing indices such as the Modified Normalized Difference Water Index (MNDWI), Enhanced Vegetation Index (EVI), and Normalized Difference Built-up Index (NDBI) to map and quantify the expansion of impervious surfaces. Conducted on the Google Earth Engine (GEE) platform, this research highlights a significant reduction in rice field areas between 2019 and the fourth quarter of 2023, directly correlated with the growth of impervious urban surfaces. The findings underscore the urgent need for effective land management strategies to mitigate the adverse effects of urbanization on agricultural land use. This study offers critical insights and recommendations for sustainable urban planning, with implications for food security, economic stability, and ecosystem health in the region.
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Improving the usability of hotel appliances with minimum engineering assistance
(Business Research Unit (BRU), 2024) Jayasekara, JHPKS; Kodikara, MD; Kodikara, EK; Sajini, S; Adhikari, AMDM; Illankoon, P; Tretten, P
The TV, AC, and faucet in a hotel room should be the easiest things to operate. Although complaints from the guests to the engineering department have increased significantly over the years. The primary goal of this study is to investigate the guests' difficulties and identify the relationship between guests' abilities and what are the influencing factors. The objective of this study is to develop clear-cut recommendations to solve these concerns by focusing on complaints related to guests’ inability to use appliances. The method uses an exploratory research design, and the first phase of the research is based on a qualitative approach, while the second phase is based on a quantitative approach. This study categorized the main influencing factors into two: technical factors and personal factors. Interviews conducted with duty runners and duty engineers were the primary data collection, as well as the complaint database can be identified as a secondary data collection method. Process modeling, Pareto analysis, cause and effect diagram, and correlation analysis were used to analyze the data. The results show that there are some correlations between technical factors and guests’ abilities as well as personal factors and guests’ abilities. One of the recommendations includes a video that contains instructions on how to use the appliances presented using Sri Lankan traditions, which is a solution and emerged as an expert opinion during the discussions with duty engineers and duty runners in the hotel.
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In Search of green-based sustainable competitiveness and green transformational leadership in small and medium-sized hotel firms: a case in south Asian context
(Business Research Unit (BRU), 2024) Samarasinghe, GD; Kuruppu, GN; Jayalath, JPWH; Abeysekara, N; Gallage, S; Campos, PS
The global hotel industry, including Sri Lanka, has embraced green initiatives for more than two decades to sustain a competitive edge. However, environmental commitment varies by organizational capabilities, resources, and target markets, leading to differences in individual hotel competitiveness. In this context, it is significant to understand what is meant by green initiatives and their sustainable competitiveness from the Sri Lankan hoteliers’ perspectives as green can have multiple interpretations and perceptions from the specific organizational culture of a hotel. In this context, the concept of transformational leadership also cannot be ignored. Presently, there is a scarcity of empirical research that explores what is meant by going green from a transformational leadership perspective and what matters in achieving green-based competitiveness that offers both financial and non-financial performance advantages to hotel firms in the Sri Lankan context. In order to fill this void in empirical literature in the Sri Lankan context, the study explored various meanings attached to green-based sustainable competitiveness from a means-and-ends perspective as it relates to transformational leadership in the hotel industry by drawing a purposive sample and undertaking qualitative interviews with the hotel industry professionals. The qualitative data narratives were analyzed thematically, which resulted in a unique set of competitive themes in green initiatives, which highlighted lean culture, stakeholder relationships, and continuous innovations as an organizational orchestration dimension while guilt culture and religiosity as customer orchestrations dimension of competitive advantage in green strategy in the industry. More importantly, the effect of Green Transformational Leadership can be seen in the better, Green-based sustainable competitiveness in the SME sector. The study sheds interesting insights and implications for the hotel industry.
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Influence of web-based hedonic stimuli to emerge impulse purchasing decisions in fashion retail sector – an S-O-R model-based customer biometric analysis
(Business Research Unit (BRU), 2024) Nisansala, KTD; Samarasinghe, GD; Mudalige, DM
Customer biometrics such as blood pressure, pulse rate, and eye movement can be recognized as significant indicators engaged with impulse purchasing decision-making in fashion retail websites due to numerous web-based hedonic stimuli. There is an empirical gap that was recognized as relevant to existing studies performed under the respective areas of the research. This resulted in understanding the research problem as “there is a lack of the existing empirical studies relevant to the fashion retail sector on impulse purchasing decisions based on web-based hedonic stimuli addressing customer biometrics” and the conceptual framework has been developed under the S-O-R model to resolve the research problem identified under stimuli – response principle. The research was conducted as a pilot exploratory study to obtain a basic understanding of how customer biometrics indicate impulse purchasing decisions based on different appearances of web-based hedonic stimuli under five (05) participants representing both Generation Y and Z based on judgmental sampling. Participants were tested for 10 minutes each by displaying three (03) websites categorized under three levels of richness and tracked eye movements by using an online eye tracking software. The pulse and blood pressure were measured too before and after the sessions of each participant. The results of eye tracking were thematically analyzed and concluded as different web-based hedonic stimuli lead to impulse purchasing decisions in the fashion retail sector reflecting factors such as image and graphic use, color use representing “perceived enjoyment (PE)” and navigational flexibility of websites representing “perceived ease of use (PEU)” according to the Technology Acceptance Model (TAM). The study opened the gates to conduct future research to identify reasons why the blood pressure and pulse rate of web visitors decrease in short web surfing periods when into impulse purchasing decision-making.

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