THE IMPACT OF THE TRADITIONAL VS DIGITAL MARKETING TOOLS DURING THE COVID-19 OUTBREAK, IN THE SERVICE MARKET PERFORMANCE IN SRI LANKA

Abstract

The researcher developed this study using a practical subject that was faced by Dialog Axiata PLC. The issue is mainly identified as a constant issue and mainly engaged with the Covid outbreak. Through the identification of the problem, the researcher outlined research questions and research objectives of the study. Previous articles which were published by scholars were used to outline the study and the conceptual framework of the study developed using specific articles. The researcher outlined the hypothesis of the study referring the conceptual framework of the study and researcher used only quantitative method as the research method of the conducted study. The target sample of the study was 200 and all responses were collected using a developed google form. The researcher used the SPSS software as the premiere analytical tool of the study and all the analysis was conducted mainly using that software. Through the analysis, the researcher found that, all independent have positive correlations with the dependent variable and it shows the positive relationship with all variables. The digital marketing tools has the highest correlation value with the performance of the firm. However, both variables have positive moderate relationship with the dependent variable of the study. In the consideration of significant impact, both variables are significantly impacting on the performance of the Dialog Axiata PLC.