Enhancing customer loyalty serves as a basic strategy for gaining competitive advantage in the banking industry and enables bankers to make a loyal customer base. The purpose of this work is to propose and empirically investigate a comprehensive mechanism for enhancing customer loyalty to banks via e-banking practices. A questionnaire derived from previous studies and the relevant literature was completed by 472 bank customers in Jaffna city, Sri Lanka. Multiple regression analysis was performed to test hypotheses. The results indicated

Inculcating pro-environmental purchase behavior is beneficial to both individuals and the society at large. The TPB has been generally applied to understand and examine pro-environmental purchase behavior. However, as the underpinnings of this theory are not adequate to understand the entire process of the development of pro-environmental purchase behavior, a more comprehensive theoretical framework is required. Combining the TPB with the VBN Theory provides such a comprehensive theoretical framework. Moreover, the presented model incorporates green perceived value and green Skepticism to predict pro-environmental purchase behavior strongly and to tackle the puzzle like green marketing myopia meticulously. It suggests that pro-environmental purchase behavior may be strongly predicted by pro-environmental purchase intention, green perceived value and green skepticism. The implications of this framework for theory and practice are discussed, as directions for future research, which would be of use to researchers and practitioners in the societal marketing field.

The purpose of this paper is to explore the influencing factors of e-banking practices in Sri Lanka. A questionnaire with seven-point Likert scale is applied to 388 usable responses. The study was exploratory in nature and employed factor analysis to identify the important factors of e-banking practices. Results indicate that mainly four factors are significant with respect to the e-banking practices. Privacy & convenience, content & website layout, speed of delivery, and accessibility are the critical factors influencing the e-banking practices. In addition, factors extracted from the analysis accounted for 53.704% of the total variance. This study expected to provide a unique model in the realm of e-banking.

Purpose This study aims to investigate the complex relationship between corporate social responsibility (CSR) dimensions and customer loyalty. In particular, this study suggested an intervening process through customer perceived value, which makes banking customers more loyal. Design/methodology/approach Using a randomised sample of 261 respondents from the Northern Province of Sri Lanka, this study empirically investigates the role of CSR in enhancing customer value and loyalty. The collected data, the study model and hypotheses were assessed by partial least squares structural equation modelling. Findings According to the results, CSR practices that are both strategic and stakeholder-driven have a positive effect on customer loyalty in the banking industry. Further, customer perceived-value positively impacts customer loyalty. Besides, customer perceived-value mediates the association between CSR practices and customer loyalty. Research limitations/implications This study is limited to the banking industry. Thus, future studies can replicate the same research in different sectors like retail, tourism and hospitality, insurance and microcredit institutions, garments, textiles, etc. Practical implications This study suggests specific dimensions of CSR that need to be emphasised while the banking industry designs its loyalty programs. Originality/value The notion of customer value has been suggested as a mediating mechanism between diversified CSR perspectives and customer loyalty. Thus, this study proposes a comprehensive framework for enhancing customer loyalty to banks via CSR practices and customer value creation.