Start Submission Become a Reviewer

Reading: Impact of Brand Citizenship Factors towards Customer Perception: A Conceptual Review on Non-...

Download

A- A+
Alt. Display

Research

Impact of Brand Citizenship Factors towards Customer Perception: A Conceptual Review on Non-Banking Financial Services Sector of Sri Lanka

Authors:

G. A. Sanka Jayampathi ,

University of Kelaniya, LK
About G. A. Sanka
Doctoral Student
X close

R. A. S. Weerasiri

University of Kelaniya, LK
About R. A. S.
Senior Lecturer
X close

Abstract

The Main objective of the concept paper is to review of brand citizenship factors relates to customer perception. A special attention is paid to matters pertaining to the non-banking financial services sector in Sri Lanka. In order for the leasing industry to survive in a competitive market, all firms need to understand customers who are more inclined to reconsider their relationship with other paroral players and competitors. Marketing experts focus on investigating the factors that create and increase consumer value in this new light. Organizations sustain their competitive advantage though differentiation strategy and cost leadership. Employee’s brand behavior would be the best practices for brand differentiation. Inline within, scholars appreciate the concept of Brand Citizenship Behavior (BCB) as one of the theoretical contents that addressee’s customer perception. Most organizations are to maintain balance standpoint in brand citizenship management which highlights both external and internal brand management Sri Lanka is also a noted context whereas financial services apply such motivational strategies to train and retain brand committed salesforce. But organizations in the financial leasing sector still faces intensive issues for the customer perception due to on revelry competition among the parallel players and the competitors. This paper reviews how theoretical and empirical contributions address customer perception whilst special attention is made on non-banking financial services sector in Sri Lanka. Alongside, authors used a deductive approach so doing paper associated academic works and industry related publications to support arguments and discussions. A summarized discussion was made whilst key insights are concluded with future research suggestions.
How to Cite: Jayampathi, G.A.S. and Weerasiri, R.A.S., 2021. Impact of Brand Citizenship Factors towards Customer Perception: A Conceptual Review on Non-Banking Financial Services Sector of Sri Lanka. Sri Lanka Journal of Marketing, 7(2), pp.194–211. DOI: http://doi.org/10.4038/sljmuok.v7i2.70
Published on 30 Aug 2021.
Peer Reviewed

Downloads

  • PDF (EN)

    comments powered by Disqus