Karunaratna A.C., (Prof)

PhD (Ruh), MSc (Agder, Norway), Bcom (Ruh), AMSLIM


ac
Senior Lecturer 
Department of Marketing
Faculty of Management and Finance
University of Ruhuna, Matara
Sri Lanka

Email: This email address is being protected from spambots. You need JavaScript enabled to view it.
Mobile: +94 71 6054017
Fixed Phone: +94 41 2222681/2 (Ext:15100)

 

BIOGRAPHY

Dr. A.C.Karunaratna, lecturer, in the Department of Marketing, Faculty of Management and Finance, University of Ruhuna is a product of University of Ruhuna and obtained the first degree, the Bachelor of Commerce, from University of Ruhuna , MSc. in International Management from University of Agder, Kristiansand, Norway, and PhD from University of Ruhuna.  Teaching and Research interests are on understanding the nature of consumer behaviour in the fields ofCustomer Satisfaction, Customer Loyalty, Customer Switching, and Customer Retention.

BOOKS AUTHORED

Karunaratna, A.C. (2014). An Examination of the Determinants of Customer Loyalty. LAP LAMBERT Academic Publishing, Germany. ISBN 978-3-659-59563-9

JOURNAL PAPERS & BOOK SECTIONS

Karunaratna, A.C. (2022). Service Quality of Mobile Phone Telecommunications Service Providers: Scale Development - The CCAAT MODEL. Sri Lanka Journal of Marketing, 8(1), 73-112.
Karunaratna, A.C., & Tjandra, N.C. (2021). A Glance into the Life of Street Vendors in Sri Lanka: An Overview. Sri Lanka Journal of Marketing, 7 (2), 169-193.
Karunaratna, A.C. (2021). Impact of Brand Equity Dimensions on Repurchase Intention: Evidence from Soft Drinks Consumption of Adolescents. South Asian Journal of Business Insights, 1 (1), 03-24.
Karunaratna, A.C., & Tjandra, N.C. (2021). Empowerment of Street Vendors: An Untapped Resource in the Informal Economy. Colombo Business Journal, 12 (1), 187-207.
Karunaratna, A.C. (2021). Motives of Customer Loyalty in Supermarket Patronage in Sri Lanka. Vidyodaya Journal of Management, 7 (1), 133-162.
Peiris, T.S.A., Hettihewa, S.K., Prasadi, G.A.M., & Karunaratna, A.C., (2021). Level of Stress and Coping Strategies in Management of Stress in Healthcare Undergraduates: Sri Lankan University Perspective. CINEC Academic Journal, 5(1), 103-113.
Karunaratna, A.C. (2020).The Millennials as Stayers versus Switchers: The Context of Mobile Phone Services in Sri Lanka. Sri Lanka Journal of Marketing, 6 (2), 160-196.
Karunaratna, A.C., & Kumara, P.A.P.S. (2018). Determinants of customer loyalty: A literature review. Journal of Customer Behaviour 17 (1-2), 49-73.
Kuruppu, C., Adhikari, P., Gunarathna, V., Ambalangodage, D., Perera, P., & Karunaratna, A.C. (2016). Participatory budgeting in a Sri Lankan urban council: A practice of power and domination. Critical Perspectives on Accounting, 41, 1-17.
Karunaratna, A.C. (2015). Propensity to Customer Switching: A Review on Apparel Stores. European Journal of Business and Economics, 10 (2), 44-49.
Karunaratna, A.C. (2014). Why Customers Switch: Evidence from Mobile Phone Service Industry. Asia-Pacific Marketing Review, 3 (1), 37-46.
Karunaratna, A.C. (2014). Services Quality and Customer Loyalty: Adequacy of SERVQUAL Model. Global Journal of Commerce & Management Perspective, 3 (4), 20-26.
Silili, E.P. &  Karunaratna, A.C. (2014). Consumer Ethnocentrism: Tendency of Sri Lankan Youngsters. Global Journal of Emerging Trends in e-Business, Marketing and Consumer Psychology, 1 (1), 1-15.

CONFERENCE PROCEEDINGS & PRESENTATIONS

Perera, K.C.D., Yapa, Y.M.A., Walpita, J.K., & Karunaratna A.C. (2022). Investigation of possible adulterations in coconut oil sold in the local market. 9th Ruhuna International Science & Technology Conference, Faculty of Science, University of Ruhuna.
Karunaratna A.C. (2021). The Challenging Role of Street Vendors: The Untapped Resource in the Informal Economy. 18th Academic Sessions, University of Ruhuna.
Karunaratna A.C., & Kumara, P.A.P.S. (2021). Customer Loyalty and Its Antecedents: The Context of Mobile Phone Telecommunications Service Industry. 18th Academic Sessions, University of Ruhuna.
Lakmal, V.G.C., & Karunaratna A.C. (2021). Factors affecting Customer-based Brand Equity: Evidence from Southern Province of Sri Lankan Carbonated Soft Drinks Market. International Conference on Contemporary Management, University of Jaffna.
Karunaratna A.C. (2019). Redefining Graduate Attributes from the Industry Perspective: SpEpCp Bloom of Graduate Profile. ICOSTART’19, RK University, India.
Karunaratna A.C. (2019). Supermarket Patronage and Customer Loyalty: Evidence from the Sri Lankan Retailing Context. AMRIT, FIIB, India.
Wickramaratne, C. & Karunaratna A.C. (2019). Expected versus Perceived: Service Quality Gap among International Passengers. Eighth International Conference on Management and Economics, University of Ruhuna.
Karunaratna A.C. (2019). Redifining of the Attributes of the Graduate Profile: A Study on the Industry Perspective. 16th Academic Sessions, University of Ruhuna.
Karunaratna A.C. (2019). The Career Prospect of Undergraduates: An Emperical Study of Management Students. 16th Academic Sessions, University of Ruhuna.
Karunaratna, A.C. (2018). Loyals versus Switchers among Mobile Phone Subscribers: A New Classification. 15th World Congress, Academy for Global Business Advancement, Thailand.
Karunaratna, A.C. & Kumara, P.A.P.S. (2018). Conceptualization of Customer Loyalty: Development and Dissolution. 15th World Congress, Academy for Global Business Advancement, Thailand.
Wickramaratna, C. & Karunaratna, A.C. (2018). Comparative Evaluation of the Expected Level of Service Quality of International Travellers and the Perceived Level of Service Quality: A Case of International Airports, Sri Lanka. 15th World Congress, Academy for Global Business Advancement, Thailand.
Karunaratna A. C. (2018). Loyals versus Switchers among Mobile Phone Subscribers. Seventh International Conference on Management and Economics, University of Ruhuna.
Karunaratna A. C. & Wickramaratne C. (2018). The Impact of Service Quality on Passenger Satisfaction in Airport Services: A Case on International Passengers. Seventh International Conference on Management and Economics, University of Ruhuna.
Karunaratna, A.C. (2017). Service Quality in the Mobile Phone Service Industry: TARRC MODEL – An Extension of SERVQUAL. Sixth International Conference on Management and Economics.
Karunaratna, A.C., & Kumara, P.A.P.S. (2017). Determinants of Customer Loyalty: Integral Conceptualization of Customer Loyalty. Sixth International Conference on Management and Economics.
Karunaratna, A.C., & Kumara, P.A.P.S. (2017). Development and Evaporation of Customer Loyalty: A New Conceptual Model. International Conference on Advanced Marketing.
Karunaratna, A.C. (2017). How Customer Loyalty is Developed and Evaporated. Sixth International Conference on Management and Economics.
Karunaratna, A.C. (2015). Propensity to Customer Switching: Evidence from Sri Lankan Apparel Industry. Third International Research Symposium. Rajarata University of Sri Lanka.
Karunaratna, A.C. & U.P.S.R.Wijewardana (2014). The Impact of Sponsorships on Customer Loyalty. 11th Academic Sessions, University of Ruhuna.
Kuruppu, C., Gunarathna, V., Perera, P., Ambalangodage, D., Karunaratna, C., & Adhikari, P. (2013). Budgeting for fostering social capital in the context of conflicting social and political interests: A case of a Sri Lankan local government. Paper presented at the 14th Biennial CIGAR Conference.
Karunaratna, A.C. (2013). Propensity to Customer Switching in the Field of Mobile Phone Services in Sri Lanka.2nd International conference on Management and Economics, University of Ruhuna.
Silili, E.P. & Karunaratna, A.C. (2013). Consumer Ethnocentrism, Purchase Intention and Sri Lankan Youngsters. 2nd International conference on Management and Economics, University of Ruhuna
Karunaratna, A.C. (2011). The impact of services quality on customer loyalty. 6th International Research Conference on Management and Finance. University of Colombo.
Karunaratna, A.C. & Wijesundara T.R. (2011). Are loyalty programmes really worth in the mobile phones services industry..? International Conference on Business and Information. University of Kelaniya.
Karunaratna, A.C. & Nismi M.N.M. (2011). The impact of services quality on customer satisfaction. International Conference on Modern Trends in Innovative Management. Rajarata University of Sri Lanka.
Wijesundara T.R. & Karunaratna, A.C. (2011). Relationship between beliefs and attitudes on tv advertising for food products among supermarket consumers. International Conference on Modern Trends in Innovative Management. Rajarata University of Sri Lanka.
Karunaratna, A.C. and Perera, H.S.C. (2007). Services Quality of Public Transportation (Long-Distance Private Bus Service). 2nd International Research Conference on Management and Finance. University of Colombo.
Karunaratna, A.C. and Perera, H.S.C. (2007). Services Quality of Public Transportation (Short-Distance Private Bus Service). 5th Academic Sessions, University of Ruhuna.
Karunaratna, A.C. and Perera, H.S.C. (2006). Scrambled Merchandising to Upgrade the Retailing Sector in Sri Lanka. 4th Academic Sessions, University of Ruhuna.
Perera H.S.C., Silva, M.W.S.S., Ganewatta, G.K.H., Karunaratna, A.C., & Pushpakumara, C. (2005). Tsunami affected Micro, Small and Medium Scale Enterprises and Roadmap for Development. 3rd Academic Sessions, University of Ruhuna.
 

Academic Society Memberships

 Paper Reviewer – Journal of Services Marketing (Emerald Publishing)
Paper Reviewer - Asia-Pacific Journal of Management Research and Innovation 
Paper Reviewer - International Journal of Business, Economics and Management 
Paper Reviewer - British Journal of Economics, Management & Trade 
 Paper Reviewer - Wayamba International Conference, Wayamba University of Sri Lanka
Paper Reviewer - International Conference on Management and Economics, University of Ruhuna 
Paper Reviewer - International Symposium on Agriculture and Environment, Faculty of Agriculture, University of Ruhuna 
Paper Reviewer – Academic Sessions, University of Ruhuna
Advisory Board Member of the International Conference on Business and Management in Emerging Markets (ICBMEM)-Mzumbe University, United Republic of Tanzania 
 Editorial Board Member of the Journal of Management and Finance (2012 – 2013)
 Director of Career Guidance Unit (2016 – 2019)
Head of Department of Marketing (2014 – 2016) 
Member of the Board of Technology Transfer Office (2018 – 2019)
Business Manager of Technology Transfer Office (2018 – 2019) 
Member of the INNOTAL (2018 – 2020) 
 Faculty Coordinator of Prevention of Sexual and Gender based Harassments Cell (2017)
Member of the Staff Development Centre (2013 – 2016) 
Softskills Activity Coordinator of University Development Grants (2013 – 2014) 
Member of the Research & Development Committee of the Faculty of Management and Finance (2011 – 2016) 
 Treasurer of Art Council (2012 – 2016)
 Academic Career Advisor of the Faculty of Management and Finance (2011 – 2014)
Member of the Sports Advisory Board (2007 – 2008, 2011 – 2013) 
Deputy Senior Student Counsellor of the Faculty of Management and Finance (2013 - 2014) 
Chair/Sponsorship Committee of the International Conference on Management and Economics (2018 – 2019)  
 Chair/Media Committee of the International Conference on Management and Economics (2013)
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