Impact of Relationship Marketing on Brand Loyalty with Reference to Nepalese Commercial Banks ...
Zenodo, 2024
Online
academicJournal
Zugriff:
This study investigates the impact of relationship marketing on brand loyalty within Nepalese commercial banks, with a specifc focus on Chitwan. Relationship marketing, which emerged in the 1980s, places importance on maintaining and strengthening existing customer relationships rather than acquiring new ones. It emphasises customer retention and mutual satisfaction, shifting from short-term transactions to long-term value creation. The primary objective of this study is to evaluate whether relationship marketing strategies employed by Nepalese commercial banks infuence customer loyalty. The research adopts a mixed-methods approach, utilising a survey research design with self- administered questionnaires. A sample size of 102 customers from various commercial banks in Chitwan is analysed. The fndings indicate that Nabil Bank and Global IME Bank are the preferred choices among customers, displaying strong loyalty. A majority of customers prioritise deposit services, and a signifcant percentage engage in ...
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Impact of Relationship Marketing on Brand Loyalty with Reference to Nepalese Commercial Banks ...
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Autor/in / Beteiligte Person: | Upadhyay, M.P. ; Kaphle, D. P. |
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Veröffentlichung: | Zenodo, 2024 |
Medientyp: | academicJournal |
DOI: | 10.5281/zenodo.11259385 |
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