Abstract:
Internet marketing is one of the major components In marketing today. The global companies use Internet
widely to archive their marketing objectives. In Sri Lanka especially in service based industries use
Internet to connect with the customers. This research measures the effectiveness of Internet in the service
industries with in Sri Lanka.//
The service sector of Sri Lanka has grown by 34% over the year of 2002.The major contributors to the
growth of service sector are transportation, Travel, Construction services and insurance services. The
trend of the Internet marketing has a positive tend and there for effectiveness of it claims positive. The
internet user recorded positive trends of there interest on internet accessibility, web -site characteristics,
the gain or benefits of performing transaction and additional web-services provided by the web-site. The
perception of the risks over the Internet marketing also recorded in positive trend. There for users are
thinking the risk is high on transaction over the Internet. This perception impact the buying behavior of
consumers and it is observed that 55.8% do like to search the product/service related details via Internet,
but purchasing by reaching to service point.
