VJBM, Vol. 5 http://drr.vau.ac.lk/handle/123456789/956 2026-04-05T17:27:16Z 2026-04-05T17:27:16Z Karunanithy, M. http://drr.vau.ac.lk/handle/123456789/965 2025-10-22T11:10:00Z 0031-12-22T00:00:00Z

Impact of Customer Relationship Management on Customer Retention: A Study in the Private Healthcare Sector in Jaffna, Sri Lanka Karunanithy, M. Customer retention is crucial to organizations for their sustainability. Retaining customers is cost beneficial rather than acquiring new. Building a mutually beneficial relationship with customers is becoming important in today’s contemporary context. Organizations are trying to adopt Customer Relationship Management (CRM) to gain competitive dvantages in day-to-day market especially for the sustainability of the business. CRM, as a strategy can improve the image of the organization and increasing purchasing intention of customers which gives room for customer retention. In this research, the researcher intends to study the impact of CRM on Customer Retention (CR) by focusing to the private healthcare sector in Jaffna District with the objectives to find out the followings: factors influencing the CRM in private sector healthcare organizations, the significant association between sub dimensions of the service quality and the significant differences in CRM practices adopted by private sector healthcare organizations. A list of registered private hospitals operating in Jaffna obtained from the Regional Director of Health Services in Jaffna and hospitals which are giving importance to CRM were considered for data collection. A questionnaire was developed for customers. It was intended to collect data from 500 patients as from the selected hospitals in Jaffna. Only 359 fully completed questionnaires were considered for analysis. The data were analyzed by using advanced multivariate analysis as Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Modeling. These techniques were utilized to test measurement model and the research hypotheses. EFA was done through SPSS to identify the variable(s) as most contributors. Out of five well known SERVQUAL variables, only three were influenced highly. Besides, CFA was done through AMOS to find out the association of constructs comprising the measurement model, and the results showed that CRM had a significant and positive impact on customer retention

0031-12-22T00:00:00Z Padmakanthi, N.P.D. http://drr.vau.ac.lk/handle/123456789/964 2025-03-13T18:31:42Z 0031-12-22T00:00:00Z

An Analysis of Financial Knowledge of the Students in the Faculty of Social Sciences and the Faculty of Arts of the State Universities in Sri Lanka Padmakanthi, N.P.D. Financial literacy is a significant factor affecting the country's financial well-being and financial stability. The financial literacy rate is lower in Sri Lanka than the print literacy rate. Financial knowledge has an important relationship with the other two main branches of financial literacy: financial attitudes and financial behaviour. This study analyzed the level of financial knowledge and the main factors that enhance university students' financial knowledge. Primary data are collected from 464 university students in five state universities in Sri Lanka. The sample consisted of fourth-year students of the Faculty of Arts and the Faculty of Social Sciences. The Probit model was used to identify the main factors affecting financial knowledge. The financial knowledge of each student was measured by asking three standard questions that measure the knowledge of basic financial concepts. According to the results, the financial knowledge of university students is low. The study revealed that the financial knowledge of female students is low compared to male students. The results indicated that finance-related subjects such as Economics, Mathematics, and Finance positively impact financial knowledge. Extra readings and other professional courses related to finance also have a positive impact on financial knowledge. Therefore, it can be recommended to make some national-level strategies to enhance the financial knowledge of the young generation by adding subjects related to basic financial concepts to the university and school curricula

0031-12-22T00:00:00Z Selvarajan, P. Jeyaseelan, S. http://drr.vau.ac.lk/handle/123456789/963 2025-03-13T18:31:39Z 0031-12-22T00:00:00Z

Consumer Ethnocentrism on the Purchase of Milk Powder: A Comparative Study Between Foreign and Local Brand in Mullaitivu District Selvarajan, P.; Jeyaseelan, S. Consumer Ethnocentrism has a huge impact on consumption of domestic and foreign manufactures goods. Previous research witnessed that Consumer Ethnocentrism affects the consumers’ decision of whether to buy domestic or foreign made products. The purpose of this study is to examine that how far the consumers embrace Ethnocentrism towards the consumption of Milk Powder in Mullaitivu District since milk powder is the most widely used dairy product in Sri Lanka. This paper also investigates the factors influencing the Consumer Ethnocentrism towards the consumption of Milk Powder. A mixed method approach has been adopted and the data were gathered by using the questionnaire survey and the personal interview method. Researchers used Descriptive Statistics under the quantitative data analysis and Interpretative Analysis under the qualitative research method. The sample size was 60 consumers by using Judgmental sampling method to select 30 Anchor consumers and 30 Nespray consumers among the respondents. The findings revealed that the quality, brand and country of origin are the influencing factors on Consumer Ethnocentrism and this research also confirms that the people in Mullaitivu district have a positive attitude towards foreign made products and the attraction towards these products is high. Compared with Nespray consumers, consumers of Anchor have exposed constructive attitude towards the Anchor’s brand perception, reliability, brand recognition and brand image. Therefore, they have less Consumer Ethnocentrism towards the consumption of Milk powder

0031-12-22T00:00:00Z Navaneethan, V. Velnampy, T. Nimalathasan, B. http://drr.vau.ac.lk/handle/123456789/962 2025-03-13T18:31:39Z 0031-12-22T00:00:00Z

The Socio-economic Development Efforts in the Post war Northern Sri Lanka: A Review of the Secondary Data Navaneethan, V.; Velnampy, T.; Nimalathasan, B. In the fourteen years since the end of the war, the Northern province of Sri Lanka has made some progress toward post-war recovery. In the absence of a comprehensive post-war need assessment and strategic development plan for the province, this research intends to answer the question of to what extent the socio economic development investments made by the government and international development partners impacted improving the socio-economic indicators of the Northern province. It is hoped that the paper will contribute to developing strategies for post-war development planning by summarizing the post-war socio economic development achievements of Northern Sri Lanka. The economic development of Northern Sri Lanka in the post-war context is relatively slow due to the lack of productive infrastructure facilities, new technologies/skills, and poor marketing networks. Make sure the deployment of sufficient number of teachers and the human capital development is critical to improve the quality of education. The absence of men has forced women to take a more significant share of the domestic and income generation burden. It is important to empower the women with adequate educational opportunities, psychological support, social safety nets through which enable them to engage in sustainable local economic development initiatives. The investment made for health sector development for a region recovering from the devastations of the post war is not adequate. Whilst the province made some progress in socio-economic development in the post war era, the socio-economic conditions of Northern Sri Lanka need significant improvement to be on par with the national and international socio-economic benchmarks

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