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The supermarket concept has led to a renewed interest among shoppers in the contemporary retailing context. The study was conducted to understand the nature of supermarket patronage in the Sri Lankan context and evaluate the motives behind the choice of supermarket patronage and how those motives impact on customer loyalty. The study is quantitative in nature and the conclusive research design was adopted.  Customer survey was conducted to collect data from customers who reside in two major provinces of Western and Southern in Sri Lanka. Data were collected in two stages from two different samples to identify the motives of supermarket patronage and validate the results. The descriptive results provide valuable insight towards the different preferences of male versus female shoppers in supermarket patronage. An exploratory factor analysis was employed for the purpose of identifying key motives of supermarket patronage by shoppers. The results produced three major dimensions which were labelled as ‘product motive’, ‘services motive’ and ‘atmospheric motive’. The structural equation modeling technique was employed to test the impact of motives on customer loyalty. The results are decisive which indicate that all three motives have significant impact on loyalty where the atmospheric motive has the highest impact on loyalty compared to product and services motives.  Key words  Customer Loyalty, Shopping Motives, Supermarket Patronage Cite this paper: A.C. Karunaratna, (2021). Motives of Customer Loyalty in Supermarket Patronage in Sri Lanka, Vidyodaya Journal of Management, 7(1), 133-162.

In the contemporary marketplace, customer switching has become a popularly addressed phenomenon. This study endeavoured to provide an approach to understand the customer switching behaviour and identify the major factors which influence customer switching in apparel stores.

Street vending has persisted for centuries and pervasive across the globe since it plays a remarkable role in fulfilling customer needs in the context of the informal economy. In the contemporary business context, authorities have not paid sufficient attention towards street vendors. The paper addresses the specific features of street vending in the context of Sri Lanka, various challenges faced by street vendors and possible courses of action for the empowerment of street vendors. Accordingly, location issue with lack of infrastructure, less support from the government, insecurity and unstable conditions, slow growth, lack of financing opportunities and less support from banks were identified as major challenges faced by street vendors in Sri Lanka. Proper location and infrastructure development, assurance of security including a specific insurance scheme and financial assistance are proposed to empower street vendors to enhance their performance.

The study was conducted to evaluate the nature of the behavioral aspects of the Millennials in terms of loyal and switching behavior as reference to the mobile phone services subscription. The study was conducted in two stages. At the initial stage, a customer survey was conducted with a sample of 521 respondents to identify the nature of retention and switching behaviour of the Millennials in the context of mobile phone services. The comprehensive analysis of customer responses extended the study to the second stage which involved in focus group discussions to probe the perceptions towards the decision of remaining loyal or switching and identify the nature and characteristics of each type of customer. Accordingly, the triangulation research approach involving both qualitative and quantitative data collection methods was adopted to achieve the desired objectives of the study. The study is significant as it evaluates the nature of the behaviour of the Millennials in the context of remaining versus switching and presents a semantic profile of customers with four types of loyalty namely fanatic, satisfied, brand loyal and captive and four types of switchers namely convenience seeker, discontented customer, variety seeker and price-conscious customer with respect to the mobile phone services industry.