Asian Journal of Marketing Management 2022-01-25T16:59:41+0530 Open Journal Systems <p><strong>Asian Journal of Marketing Management</strong><br />Asian Journal of Marketing Management is a bi-annual peer-reviewed scholarly journal in the marketing discipline that focuses on current critical substantive issues in marketing and management in the Asian context.</p> <p><br /><strong>Scope</strong><br />It accepts the diverse range of scholarly papers with a broad scope in the marketing discipline and expects to bridge the gap between theory and practice. Scope of the journal covers: consumer behaviour, services marketing, product and brand management, sales management and retailing, sustainability in marketing, methodology, and meta-theory of marketing research, international marketing, technology and innovation in marketing, distribution and marketing networks, and marketing analytics.</p> <p><br />The journal accepts conceptual papers, empirical papers, review papers, action research-based papers, and papers with innovative methodologies from the Asian context.</p> <p><br /><strong>Publication Frequency</strong><br />Bi-annually</p> <p><br /><strong>Name of the Publisher</strong><br />Department of Marketing Management<br />Faculty of Management Studies and Commerce<br />University of Sri Jayewardenepura<br /><br /><strong>ISSN:</strong><br />2820-2031 (Printed)<br />2820-2082 (Online)</p> Do people change their buying behavior during crises? Insights from the COVID-19 pandemic in Sri Lanka 2022-01-23T20:42:17+0530 N.D.D. Nawarathne B.S. Galdolage <p><strong>Purpose</strong>: <em>Panic buying occurs in many countries, including Sri Lanka, due to the recent COVID-19 pandemic, leading to inventory shortages, supply chain disruptions, and many problems in the day-to-day lifestyle of people. This is a relatively new and unexplored area of consumer behavior, especially in the Sri Lankan context. Therefore, this study aims to explore consumer panic buying behavior in relation to Fast Moving Consumer Goods (FMCG), during the COVID-19 pandemic situation in Sri Lanka. </em></p> <p><strong>Design/methodology/approach</strong>: <em>Given the scarcity of available literature and the aim of uncovering genuine customer insights, the study used a qualitative methodological approach. Semi-structured interviews were conducted with twenty-five participants selected using the non-probabilistic purposive sampling method in the Western Province, Sri Lanka. Data were analyzed using the thematic analysis approach.</em></p> <p><strong>Findings:</strong> <em>The study found a change in customers' normal buying behavior during the COVID-19 pandemic, especially at the beginning of the pandemic period. Seven fundamental changes were recognized related to purchasing quantity, mode of purchasing, price sensitivity, shopper, purchasing time, purchasing location, and choice of brands. Additionally, four themes were generated as reasons for adopting such panic buying behavior of FMCG: fear of fear, protective behaviors, social influence, and social trust. </em></p> <p><strong>Originality:</strong> <em>The study adds new knowledge by identifying changes in consumer purchasing behavior, particularly in a pandemic situation, as well as the reasons for such changes, which is a rare phenomenon in the previous literature.</em></p> <p><strong>Implications</strong>: <em>The study informs policymakers on how to implement appropriate policies and strategies to deal with panic buying situations. Retailers can use this expertise to effectively address the various demand conditions without disrupting their internal business practices.</em></p> <p><strong>Keywords: </strong><em>Panic buying behavior; Pandemic; COVID-19, Sri Lanka </em></p> 2022-01-23T00:00:00+0530 Copyright (c) 2022 Asian Journal of Marketing Management Customer service performance in bridging the gap between strategic management of technology and financial performance: evidence from the banking industry of Sri Lanka 2022-01-23T20:59:22+0530 S.M. Nanayakkara V.M. Wickramasinghe G.D. Samarasinghe <p><strong>Purpose</strong>: <em>There is empirical evidence that both Strategic Management of Technology (SMT) and increased Customer Service Performance (CSP) level led to improved Financial Performance (FP) of organizations. However, there is still a vacuum of empirical studies that explain how both SMT and CSP together lead to Financial Performance in a banking context as</em><em> these have relatively scant literature that explain the links between technology orientation and customer-oriented corporate behaviour in an emerging context</em><em>. Hence, this study aims to identify empirical relationships between Strategic Management of Technology, Customer Service Performance, and Financial Performance of the banking industry.</em></p> <p><strong>Design/methodology/approach</strong>: <em>A representative sample of one thousand two hundred (1200) professionals from commercial banks in the Western Province who are registered with the Colombo Stock Exchange in Sri Lanka were surveyed using a survey questionnaire. To test the priori-based conceptual model, the data was evaluated using structural equation modelling procedures with Smart PLS. 3.2 software.</em></p> <p><strong>Findings:</strong> <em>The study revealed the positive impact between SMT practices and FP; positive impact between SMT practices and CSP; the positive impact of CSP and FP; the mediation effect of CSP between SMT practices and FP of a service firm.</em></p> <p><strong>Originality:</strong> <em>The findings revealed the existence of a partial mediation of CSP on the relationship between SMT and the financial performance of the firm. </em><em>The study empirically confirms the complementary role of customer service-related performance in implementing strategic technology management decisions in order to enhance the financial outcome of the sector.</em></p> <p><strong>Implications</strong>: <em>The results have implications for decision-makers in banks. Decision-makers can take measures to strike a proper balance between the bank's SMT and CSP so that they can increase the financial results.</em></p> <p><strong>Keywords: </strong><em>Strategic Management of Technology, Financial Performance, Customer Service Performance, Commercial Banks</em></p> 2022-01-23T00:00:00+0530 Copyright (c) 2022 Asian Journal of Marketing Management A Study of Children’s Influence in Family Purchasing Decisions: Parents’ Perspective 2022-01-23T21:07:07+0530 S.D. Senevirathna P. Wachissara Thero P. O. De. Silva <p><strong>Purpose</strong>: <em>Child consumerism is a topic that has been given prominence and attention by the fields of marketing, psychology and sociology recently. Children are at the center of family decision-making. As a result of the socialization process, children have gained a depth of knowledge and are able to bargain with their parents for a variety of products. Thus, the main motive of this study is to explore the influence of children’s involvement in family purchasing decisions. </em></p> <p><strong>Design/methodology/approach</strong>: <em>The study established a qualitative design, with the participation of parents who have children aged between 5 years to 11 years. Accordingly, 20 parents who have shopping experiences in two leading supermarkets in the Anuradhapura District were selected based on convenience and purposive sampling techniques. Furthermore, throughout the store's opening hours, data was gathered through semi-structured interviews. Then the findings were analyzed using the thematic analysis approach. </em></p> <p><strong>Findings:</strong> <em>According to the findings of the survey, the children have been exposed to the field and become more aware of products and services through different agents of socialization. They used negotiation strategies like exchange tactics, coalition tactics, inspirational appeal, and consultation tactics to persuade their parents. But this persuasion can be varied in reference to the child’s age, gender, family income, and structure. Furthermore, children’s perspectives of selecting items are mostly formed on the extent of colorfulness and the physical shape of products rather than what is contained inside. Also, they mostly demanded sweets, toys, stationery items, and instant products. Notably, children’s preferences are given more consideration and priority in the matter of purchasing items. Moreover, the children hold a positive sense towards shopping tasks according to the parents’ point of view whereas the parents hold a negative attitude on children’s involvement. </em></p> <p><strong>Originality:</strong> <em>The study has contributed to the body of knowledge about Sri Lankan children as consumers. Furthermore, this study identifies the impact of the store environment as a socializing agent, which has received less attention in prior studies. The findings could aid businesses in better understanding the shopping habits of Sri Lankan children.</em></p> <p><strong>Implications</strong>: <em>Overall, it can be mentioned that the outcome of this study provided important implications for consumers, marketers, and policymakers.</em></p> <p><strong>Keywords: </strong><em>Family buying behavior, child involvement, socialization agents, persuasion, negotiation strategies</em>.</p> 2022-01-23T00:00:00+0530 Copyright (c) 2022 Asian Journal of Marketing Management Factors influence the choice of Word-of-Mouth recommendation sources in online purchase decisions: with special reference to the tourism and hospitality industry in Sri Lanka 2022-01-23T21:12:39+0530 T. M. Eratne M. A. A. Malkanthie <p><strong>Purpose</strong>: <em>Word-of-Mouth is a strong communication tool which is perceived as a credible source by consumers. With the internet penetration now WOM is occurring in e-platforms such as blogs, social network sites etc. This has given birth to electronic Word-of-Mouth or e-WOM. Though WOM may occur from various recommendation sources based on various factors the choice of the WOM recommendation source may vary. The research focuses on three objectives. They are to identify the relationship between the perceived task difficulty and the tie-strength of the recommendation source when making an online purchase decision, to identify the relationship between consumer knowledge and perceived task difficulty and to identify the relationship between internet experience and perceived task difficulty.</em></p> <p><strong>Design/methodology/approach</strong>: <em>Data was collected through a questionnaire.</em> <em>A sample of 140 respondents was used to collect information and convenience sampling method was used.</em></p> <p><strong>Findings:</strong> <em>Results revealed that consumers tend to reach out to both strong ties and weak ties irrespective of the perceived task difficulty. Further, as consumer subjective knowledge and internet experience increases perceived task difficulty reduces. </em></p> <p><strong>Originality:</strong> Although studies have been conducted regarding WOM, no studies have been conducted to understand the role of recommendation sources when making an online purchase decision in the hospitality and tourism industry in the Sri Lankan context.</p> <p><strong>Implications</strong>: <em>Thus word -of -mouth communication should be considered as a part of the communication mix and organizations in the tourism and hospitality industry should focus on using opinion leaders to promote products.</em></p> <p><strong>Keywords: </strong><em>WOM, eWOM, Perceived Task Difficulty, Internet Experience, Recommendation Sources</em></p> 2022-01-23T00:00:00+0530 Copyright (c) 2022 Asian Journal of Marketing Management The impact of green marketing tools on green product purchase behavior: the moderation effect of consumer demographics 2022-01-23T21:19:46+0530 J. P. N. Sewwandi P. K. C. Dinesha <p><strong>Purpose</strong>: The green concept has become a major concern of the modern world when consumers buy a product. Sri Lankan consumers also change their purchasing behavior toward green purchases. Even though environmental actives influence humans and firms’ behavior very significantly, very limited academic disciplines have integrated the selected phenomenon into their literature especially true of marketing. Thus, this study focuses on whether Environmental Advertisements, Perception of Eco-labels, and Perception of Eco Brands impact on green purchasing behaviour.</p> <p><strong>Design/methodology/approach</strong>: The present study empirically tests the theoretical model in social-ecological paradigm association with green advertising tools and green purchase behavior. A survey of 150 consumers who used electronic home appliances is conducted as a self-administrated questionnaire.</p> <p><strong>Findings:</strong> According to the findings, green marketing tools positively impact Green Purchasing Behavior in the electronics home appliances market. Further, the moderation effects make sure consumer demographics such as gender and education level have significant effects on the green behavior of the electronic home appliances market, but the different marketing tools are different.</p> <p><strong>Originality:</strong> This study provides penetrations into studying the impact of green marketing tools on consumer purchasing behaviour with consumer demographics and motivation to purchase green electronic home appliances. </p> <p><strong>Implications</strong>: This study provides insights to marketers to use Environmental Advertisement, Eco-Labeling system, and Eco Brand System to motivate the customers to buy the green products. The green marketers can establish a uniform Eco-Label system with the support of the government. Further, the marketers can enhance customer awareness regarding the standardized Eco Label using the Environmental Advertisement.</p> <p><strong>Keywords: </strong><em>Eco-Brand, Eco-Label, Environmental-Advertisement, Green Marketing Tools, Green Purchasing Behaviour</em></p> <p><strong><em> </em></strong></p> 2022-01-23T00:00:00+0530 Copyright (c) 2022 Asian Journal of Marketing Management Measuring consumer experience at the retail context: development of ConEx scale 2022-01-23T21:25:18+0530 P.A.P.S. Kumara A.B. Sirisena T.R. Wijesundara <p><strong>Purpose</strong>: <em>The purpose of this study is to conceptualize and develop a scale to measure consumer experience at the retail context.</em></p> <p><strong>Design/methodology/approach</strong>: <em>A questionnaire survey was conducted with a sample of 164 undergraduates of one of the state universities in Sri Lanka. Five dimensions of the consumer experience were identified by the exploratory factor analysis conducted with 21 measurement indicators. Confirmatory factor analysis was conducted with the five-factor measurement model and resulted in a five-dimensional structure for consumer experience with 14 measurement indicators.</em></p> <p><strong>Findings:</strong> <em>The study concluded that the consumer experience was a multidimensional construct, comprising the dimensions of virtue, equanimous, amusement, rapture, and strange. The multidimensional nature of consumer experience which was explored will help marketers to focus on the areas in which consumer experience enhancement is required and consumer experience strategies also can be designed according to the multidimensional aspects of consumer experience.</em></p> <p><em> </em></p> <p><strong>Originality:</strong> <em>The study developed a Consumer Experience scale (ConEx scale) which can be used to examine the consumer experience in the retail context. The multidimensional structure of ConEx also concerns the hedonistic perspective of consumer experience.</em></p> <p><strong>Implications</strong>: <em>The customer experience in retail sector can be addressed through customer emotions. The explored dimensions of customer experience provide important implications for practitioners by offering new ways to explore customer emotions in retail setting.</em></p> <p><strong>Keywords: </strong><em>Consumer emotions, consumer experience, experience marketing, retailing, ConEx Scale</em></p> 2022-01-23T00:00:00+0530 Copyright (c) 2022 Asian Journal of Marketing Management