The Global Strategy and Leadership Review (GSLR) aims to advance high-quality research in the fields of international business strategy and leadership. The journal focuses on fostering scholarly and professional insights into global competitive environments, cross-cultural leadership practices, and strategic decision-making in multinational organizations. It encourages innovative theoretical and empirical studies that contribute to understanding global business dynamics, strategic leadership models, and organizational transformation. The journal seeks to serve academics, industry leaders, and policy-makers by promoting knowledge that enhances effective global strategy formulation and leadership excellence.
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Background: Subscription-based businesses are globally adopted due to its ability to provide ease of use in its services in exchange for recurring payments. The business model, however is highly dependent on customer experience such as perceived value, trust, pricing, and satisfaction, which shape customer loyalty. Aim: The study aimed to assess customer loyalty and experiences through subscription-based businesses’ in Sri Lanka’s e-commerce sector. Methodology: The study implemented an interview-based qualitative research design, focusing on Sri Lankan urban centres. A convenience sampling technique was used, with 15 customers recruited as participants. Thematic analysis was used to discern the patterns and trends present in the Sri Lankan e-commerce sector regarding subscription-based businesses and customer loyalty. Major themes emerged included Perceived value and pricing strategies, User Experience and Customer Loyalty, Trust in Subscription-based Services, and Brand Image and Loyalty. Findings: Participants revealed that perceived value with balanced pricing strategies were major drivers of customer experience and customer loyalty. Moreover, user experience had a major role in increasing customer satisfaction with personalised services being prominent. Constraints such as uneven infrastructure were reported, however, it was also noted that subscription-based businesses can use honest advertising and strategies to overcome this constraint in the long run. Conclusion: The study highlights that subscription-based businesses can create significant customer loyalty within Sri Lanka since they are delivering value, user experiences, honest advertising, and are can create value for its customers.
Customer Loyalty, Ease of Use, Perceived Value, Perceived Usefulness, E-commerce Sri Lanka