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188 Pages·2016·6.8 MB·English

RESEARCH CONFERENCE ON BUSINESS STUDIES 2016
(RCBS 2016)

Theme
-

th
24 of June, 2016

BOOK OF EXTENDED ABSTRACTS

Faculty of Business Studies,
Vavuniya Campus of the University of Jaffna,
Sri Lanka
The papers in this book contain the extended abstracts of the conference mentioned on the
cover and title page. This book has been published in good faith that the work of the authors
is original. All efforts have been taken to make the material error-free. However, the
Editorial Committee disclaims responsibility for any inadvertent errors.
@2016 RCBS. Personal use of this material is permitted. However, permission to reprint/
republish this material for advertising or promotional purpose or for creating new collective
work for resale or redistribution to servers or lists or to reusing copyrighted components of
this work in other works must be obtained from the Editorial Board of RCBS 2016.

Published by:
Faculty of Business Studies,
Vavuniya Campus of the University of Jaffna,
Pambaimadu,
Vavuniya, 43000
Sri Lanka

Web: www.vav.jfn.ac.lk/fbs/rcbs
Email:
RCBS COMMITTEE 2016

Chair: Dr. A. Pushpanathan (Dean / Faculty of Business Studies)

Conveners: Mr. Y. Nanthagopan (Senior Lecturer in Management)
Dr. (Mrs.) K. Kalainthan (Senior Lecturer in Commerce)

Members: Mrs. J.S. Thevaruban (Senior Lecturer in Accountancy and Finance)
Mr. T. Pratheepan (Senior Lecturer in Accountancy)
Mrs. A. Dhanushanthini (Lecturer in Marketing)
Ms. V. Thusiyanthy (Lecturer in Marketing)
Mr. J. Aloy Niresh (Lecturer in Finance and Accountancy)

Secretary: Ms. S. Dhanoshana (Assistant Registrar /Faculty of Business Studies)

Web Designer: Mr.R.J.Mohan Cross (Instructor)
Mr.P.Dhivakar (Asst. Lecturer)

ii
SUB COMMITTEES

Guest Receiving Committee
Mrs. J.S. Thevaruban
Mr. S. Mathivanan
Mr.C. Larojan

Registration Committee
Mrs. A. Dhanushanthini
Ms. V. Thusyanthy
Mr. S. Mathusuthanan
Ms. J. K. Anne Suhaniya
Ms. S. Bavani
Ms. B. Kamsathvany
Ms. V. Nivethiga

Food and Refreshment Committee
Mr. T. Pratheepan
Mr. M.R.Mohamed
Ms. N. Bairavi
Ms. F. B. Niranjala

Venue Arrangement Committee
Mr. J. Aloy Niresh
Mr.P. Divagar
Ms. M.P. Shanika Ishari
Ms. B.M.S.K. Bandara

Cultural Committee
Ms. J. Subajana
Mr. S. Thirugnanasampanthar

iii
PANEL OF REVIEWERS
Prof. B.Nimalathasan University of Jaffna
Dr. T.Mangaleswaran Vavuniya Campus
Dr. A. Pushpanathan Vavuniya Campus
Dr. Poongothai Selvarajan Vavuniya Campus
Dr. T.Bhavan Eastern University
Dr. G. Jeyaseelan Vavuniya Campus
Dr. (Mrs). K. Kalainathan Vavuniya Campus
Dr. K. A. S. Dammika University of Kelaniya
Dr. N.Kengatharan University of Jaffna
Dr. (Mrs.) K.Linkesiya University of Jaffna
Dr.Pushpakumari Sri Jayewardenepura University
Dr. S.Rajumesh University of Jaffna
Dr.A.Saravanabavan University of Jaffna
Dr. J Robinson University of Jaffna
Dr. DLAH Shammika University of Ruhuna
Dr. S.Shivany University of Jaffna
Dr. V.Sritharan University of Jaffna
Dr. R.Vijayakumaran University of Jaffna
Dr. M. P. P. Dharmadasa University of Colombo
Mr. A.Anton Arulrajah Eastern University
Mrs. A.Dhanushanthini Vavuniya Campus
Mr. V.Kanagasingam Trincomalee Campus
Mr. M. Karunanithy University of Jaffna
Mr. V.Kumaradeeban University of Jaffna
Mrs.Lourdes Dilakshini Victor Eastern University
Ms. S. M. C.Mahenthiran University of Jaffna
Mr. Y.Nanthagopan Vavuniya Campus
Mr. R. Nanthakumaran, (Retired Professor) Vavuniya Campus
Mr. P.D.N.K.Palihena Rajarata University
Ms. M. G. S. Pathmini Rajarata University
Mrs. Paulina Godwin Vavuniya Campus
Mr. T.Pratheepan Vavuniya Campus
Mrs. T.Raveendran University of Jaffna
Mrs. S.N. Shakila Dhahanayake Rajarata University
Mr. A.Thayaparan Vauniya Campus
Mrs.J.Thevananth University of Jaffna
Mrs. S Thevaranjini University of Jaffna
Mrs. J. S Thevaruban Vavuniya Campus
Ms. V. Thusiyanthi Vavuniya Campus
Mrs. LRD.Victor Eastern University
Mrs.Victoriya Rosanna Ragel Eastern University
iv
st
I am happy to give this message to the 1 Research Conference organized by the Faculty of
Business Studies, Vavuniya Campus of the University of Jaffna. This is the first time the
Faculty of Business Studies has organized a Research Conference. After a longtime,
Vavuniya Campus is organizing a Conference. I am happy to congratulate the Rector and the
Dean of Faculty of Business Studies and his team for initiating this Conference.
This Research Conferences are useful for the academics to meet and share their knowledge.
Vavuniya Campus is now developing its infrastructure and academic activities. Organizing
this Research Conference is supporting its development and active developments.
The Research Conference on Business Studies-2016 is focusing on the specific topic
Real- areas are
Accounting and Finance, Agribusiness, Business Economics, Business Information Systems,
Business Communication, Disaster Management, Entrepreneurship, Human Resource
Management, Knowledge Management, Marketing Management, Operations and Supply
chain Management, Project Management, Strategic Management and Tourism and
Hospitality Management. I believe that this research conference would bring in new
knowledge to the region and to the country as a whole.
Once again I congratulate the team for organizing this conference and wish them all success
to continue with such endeavor in the future too.

Prof. Ms. V. Arasaratnam
Vice Chancellor,
University of Jaffna
v
st
It gives me great pleasure to issue this congratulatory message for the 1 Research
Conference on Business Studies (RCBS) of the Faculty of Business Studies of the Vavuniya
B
The RCBS provides a forum for academics and other professionals in the field of
representatives from industry and students. The papers are peer reviewed prior to acceptance
and published as an extended abstract in the conference proceeding. The conference is
further embellished by the participation of an eminent keynote speaker with a proven track
record of research in the identified theme.
The RCBS is organized by a committee of young academics from the faculty of Business
studies of the Vavuniya Campus of the University of Jaffna. Faculty of Business studies is
proud to host this important event and to provide Vavuniya Campus permanent location as
the venue.
I hope that the distinguished delegates will have ample opportunities to deliberate upon a
wide variety of tracks in the conference and thereby help enrich our knowledge in the area
of management.
I would like to congratulate the conference committee and staff of the Faculty of Business
studies for hoisting this event and I wish all the best in continuing its good work.

Dr.T.Mangaleswaran
Rector
Vauvniya Campus
vi
I am happy that Faculty of Business Studies(FBS), Vavuniya Campus of the university of
st
Jaffna is organizing the 1 research conference on Business Studies-(RCBS-2016) titled
th
- 2015.

Facing challenges on the real-world business is very difficult task because it should take the
solutions from the research. The conference theme supports the present situation of the Sri
Lankan economy.
to be the engine of economic growth. However, the innovation landscape has altered
dramatically in the past decade and if Higher Education Institutions are to perform better,
their role needs to be transformed as a catalyst for giving real solution to the real-world
business challenges from the innovation.
I wish and congratulate the conveners and their team for organizing this wonderful research
conference and publishing the proceedings. It will pave the way for giving clear cut ideas
and vision for the forth-coming researchers for taking research solutions to the real-world
business challenges.
I record my warm greetings and extend my best wishes for this research conference on
business studies.

Dr.A.Pushpanathan
Dean
Faculty of Business Studies
vii
It is ourhonor to send a message to the proceedings of the Research Conference on Business
Studies (RCBS 2016) as the conveners of the session.
The Faculty of Business studies of Vavuniya Campus is organizing the first research
-world

business environment, workforce diversity, learning organizations and revolution of
information technology faces lot of managerial, organizational and leadership challenges. As
therefore, it is highly essential to undertake appropriate business related researches to
address the challenges of modern business. Further, in our country, it is highly crucial to
increase the quality of researches to address the local context business issues to make
upright and make the business organizations succeed. It is with this aim we have specified
the theme of the session and requested the academics and researchers to contribute towards
our objectives. We have received Seventy-two abstracts and they were reviewed by subject
specialists. Thirty three papers found their place in the proceedings of RCBS 2016.
The organizing committee is indebted to Prof PSM Gunaratne, Vice Chairman of the
University Grant Commission, the Chief Guest, Senior Professor. VasanthyArasaratnam,
Vice Chancellor of the University of Jaffna, the Special Guest, Dr. T.Mangaleswaran,
Rector of the Vavuniya Campus, Guest of Honor, Dr. C. SamudhraRajakumar, Prefessor in
Business Administartion, Annamalai University, who delivers the key note address and
Professor Velnamby, Dean, Faculty of Commerce and Management Studies, University of
Jaffna, for the valedictory address and Ms. Esther McIntosh, Country Director, World
ord to Dr. A. Pushpanathan, Dean of
the Faculty of Business Studies for his guidance and support in making this event a
successful one.

Mr. Y.Nanthagopan / Convener, RCBS 2016
Dr. K.Kalainathan / Convener, RCBS 2016
viii