http://repo.lib.sab.ac.lk:8080/xmlui/handle/123456789/1588 2026-04-19T22:19:51Z http://repo.lib.sab.ac.lk:8080/xmlui/handle/123456789/1717 South Asian Journal of Marketing (SAJM) Editorial Note (pp. ii-iv) Corporate Social Responsibility and Brand Equity: Exploring the Role of Customer Satisfaction, Trust and Customer Loyalty among Supermarkets’ Customers in Sri Lanka (pp. 1-25). Mohamed Ismail Mujahid Hilal and Ajith Medis Customer Relationship Management in Hotels: Scale Development and Validation (pp. 26-46). Maduka Udunuwara Factors Affecting Brand Switching Behaviour of Millennial: Experience from the Sri Lankan Telecommunication Industry (pp. 47-73). M. M. Lahiru Chathuranga Gunathilake, H.M. Usman Hayat, M.N.W. Dissanayake, D.S. Senamanthila, and P.C. Samaradiwakara Impact of Green Marketing Functions and Nature of Organization on Green Brand Equity in the Banking Industry in Sri Lanka (pp. 74-97). M.A.T. Nuwantha Gunawardena and P. G. S. Amila Jayarathne Customer Choice of Self-Service Kiosks in Service Transactions (pp. 98-137). S. Galdolage Gender Difference associated with Factor Influence on Consumer Guilt: An Experience during Covid-19 Pandemic (pp. 138-157). R.H.A.T., Perera, A.M.D.S Jayawardhana, and N. Abeysekara Book Review: Marketing 3.0: From Products to Customers to the Human Spirit by Philip Kotler, Herman Kartajaya and Iwan Setiawan, ISBN: 9780470598825 (Wiley, 2010, 188 pages, Paperback) pp. 158-161. B. T. K. Chathuranga, P. G. S. A. Jayarathne, and W. D. C. Jayawickrama Book Review: Services Marketing- People, Technology and Strategy by Jochen Wirtz, Christopher Lovelock and Jayantha Chatterjee, ISBN: 9781944659004 (Pearson, 2017, 188 pages, Paperback) pp. 162-164. S. Galdolage 2020-12-01T00:00:00Z http://repo.lib.sab.ac.lk:8080/xmlui/handle/123456789/1716 South Asian Journal of Marketing (SAJM) We are delighted to introduce Volume 1, Issue 2 of the South Asian Journal of Marketing (SAJM) targeting the Marketing researchers. SAJM provides an inspiring opportunity to ponder on marketing research focusing on the South Asian context. SAJM is a peer-reviewed open access bi-annual scholarly outlet for publishing new knowledge in Marketing in global contexts. SAJM aims at publishing up-to-date, high-quality, and original research papers alongside relevant and insightful reviews. The journal also seeks to act as a platform to publish new, high-quality, and authentic research papers in Marketing while offering insightful reviews, conceptual papers, empirical papers that employ qualitative, quantitative and mixed methods approaches. Research Papers demonstrate a sound theoretical and methodological underpinning and deliver a clear contribution towards knowledge in the field. As such, the Journal aspires to be vibrant, engaging, accessible, thus it is challenging yet rewarding. Emerald being the publisher of the Journal from its; Vol. 2 issue 1 onwards, makes SAJM the first Sri Lankan journal to be published by the former. The current issue of SAJM has six research papers and two book reviews that critically explore contemporary marketing and business issues in both local and South Asian contexts. 2020-12-01T00:00:00Z http://repo.lib.sab.ac.lk:8080/xmlui/handle/123456789/1715 Corporate Social Responsibility and Brand Equity: Exploring the Role of Customer Satisfaction, Trust and Customer Loyalty among Supermarkets’ Customers in Sri Lanka Mujahid Hilal, Mohamed Ismail; Medis, Ajith Purpose: The major objective of the study was to examine the relationship between corporate social responsibility and brand equity with the mediation of customer satisfaction, customer trust and customer loyalty among supermarket customers in Sri Lanka. Design / Methodology / Approach: In order to meet this objective, a survey among 376 customers of supermarkets in Sri Lanka was conducted using a questionnaire. Smart PLS3 was used for this analysis. Findings: The findings reveal that customer satisfaction, customer loyalty and customer trust are created when supermarkets engage in corporate social responsibility in Sri Lanka. Further, findings suggest that except for customer satisfaction, customer trust and customer loyalty are mediating the relationship between CSR activities and brand equity of supermarkets in Sri Lanka. Originality: This study is important for the supermarket sector in Sri Lanka by examining the impact of corporate social responsibility on the supermarkets’ brand equity. This study also contributes to the existing literature. 2020-12-25T00:00:00Z http://repo.lib.sab.ac.lk:8080/xmlui/handle/123456789/1714 Customer Relationship Management in Hotels: Scale Development and Validation Udunuwara, Maduka Purpose: This study aims to develop a measurement scale for customer relationship management (CRM) practices in the hotel industry. Though many studies have been interested in CRM, much of the discussions involve backstage CRM practices focusing on organisational activities. As a result, the prevailing scales consider CRM implementations instead of the practices experienced by customers due to such implementations. Methodology: This study developed and validated a scale that measures CRM practices experienced by travellers in hotels. The scale development process was conducted as stipulated by Hinkins (1998) and DeVellis (2003). The pilot testing was done with a sample of 111 leisure travellers who visited the same international destination three or more times during the past five years. The final survey was conducted using a sample of 400 respondents. Findings: Exploratory factor analysis (EFA) generated a two-factor solution. However, the scale validation process carried out through confirmatory factor analysis (CFA) resulted in a one-factor solution to measure hotels' CRM practices and identified five key factors that can measure CRM in a hotel based on the scale development. Originality: This study considers that CRM practices that customers experience better evaluate CRM in general and validate a scale to identify and measure such practices in the hotel sector from the customer's perspective. 2020-12-15T00:00:00Z