Abstract:
This study examines the combined impact of digital marketing, customer relationship
management (CRM), and service quality on brand equity in Sri Lanka's
telecommunications sector, focusing on Hambantota. Despite existing research on
these factors individually, their collective influence on brand equity remains
underexplored. The study utilizes data from 384 respondents and employs a
quantitative methodology, including regression analysis, to analyze these
relationships. Findings reveal that service quality is the most significant factor
influencing brand equity, while digital marketing and CRM have weaker correlations.
This research provides practical insights for telecom companies, highlighting the need
to prioritize service quality to enhance brand equity. It also suggests that while digital
marketing and CRM are beneficial, their direct impact on brand equity is limited
without high service quality. The study underscores the importance of service
excellence in customer loyalty and brand perception. However, it notes limitations
such as reliance on quantitative methods and convenience sampling, recommending
future research to include qualitative approaches and more rigorous sampling for
broader applicability. Practical implications emphasize investing in service quality
initiatives and localized marketing strategies to strengthen brand equity in the
Hambantota district.
