Evaluating Dimensions of Customer Loyalty in B2C Market of Freight Forwarding Firms in Sri Lanka

Jayasinghe, J, H. E., W. M. T. Dilara, M. Y. N. Rodrigo, J. W. C. D Jayasekara, A. S. P. Ilangasekara and S. D. Ilangasekara
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Jayasinghe, J, H. E.: Department of Management and Finance, General Sir John Kotelawala Defence University, Ratmalana, Sri Lanka
W. M. T. Dilara: Department of Management and Finance, General Sir John Kotelawala Defence University, Ratmalana, Sri Lanka
M. Y. N. Rodrigo: Department of Management and Finance, General Sir John Kotelawala Defence University, Ratmalana, Sri Lanka
J. W. C. D Jayasekara: Department of Management and Finance, General Sir John Kotelawala Defence University, Ratmalana, Sri Lanka
A. S. P. Ilangasekara: Department of Management and Finance, General Sir John Kotelawala Defence University, Ratmalana, Sri Lanka
S. D. Ilangasekara: Department of Management and Finance, General Sir John Kotelawala Defence University, Ratmalana, Sri Lanka

International Journal of Research and Innovation in Social Science, 2021, vol. 05, issue 12, 881-891

Abstract: This study examines the contemporary requirement of evaluating dimensions of customer loyalty in Business-to-Consumer (B2C) Market in freight forwarding Sri Lanka. Accordingly, the researchers have recognized four dimensions of the customer loyalty as service quality, customer satisfaction, relationship quality and perceived value. The first objective of this study was to identify the behaviour of demographic factors of the customers in the B2C market of the freight forwarding industry. The second objective was to identify the association of each dimension towards customer loyalty in the B2C market of the freight forwarding industry in Sri Lanka. In order to achieve the objectives of this study, the researchers have demonstrated and interpreted the relationships of sample characteristics and have conducted the Pearson’s correlation analysis from the data collected from the members registered in Export Association of Sri Lanka (EASL). As per the research findings, the researchers discovered a strong positive correlation in each dimension towards customer loyalty. Among these, customer satisfaction recorded the highest strong positive correlation, followed by service quality, relationship quality and perceived value. It is recommended that industry professionals should be more concerned about the influence of these dimensions as they assist to maintain a stable customer base and long-term customer relationships

Date: 2021
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