Relationship Marketing and Customer Loyalty of Nepali Commercial Banks Author: Rajeswor Neupane

Relationship Marketing and Customer Loyalty of Nepali Commercial Banks

Author: 

Rajeswor Neupane

Abstract

The study has been designed to understand the opinions of the respondents regarding relationship marketing practices on customer loyalty in Nepali commercial banks by semi-structured questionnaires. The study has focused on effect of relationship marketing practices variables in the customer loyalty of Nepali commercial banks. The study has used different factors like: trust, communication, conflict handling, and commitment towards customer loyalty. This study has found that the relationship marketing dimensions are responsible for creating customer loyalty. It has also drawn the conclusion that customers tend to believe on immediate response and the act of describing properly about offers and benefits to the customers is vital in sustaining customer loyalty.

. Key words: Communication, Conflict Handling, Customer Loyalty, Trust.

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Title:

Relationship Marketing and Customer Loyalty of Nepali Commercial Banks

Author:

Rajeswor Neupane

Journal Name: International Journal of Science and Business
Website: ijsab.com
ISSN: ISSN 2520-4750 (Online), ISSN 2521-3040 (Print)
DOI: https://doi.org/After_final_publication
Media: Online & Print
Volume: 3
Issue: 1
Acceptance Date: 05/03/2019
Date of Publication: xx/03/2019
PDF URL: http://ijsab.com/wp-content/uploads/310.pdf
Free download: Available
Page: 97-103
First Page: 97
Last Page: 103
Current Status: Accepted and waiting for payment

Cite This Article:

Neupane, R. (2019). Relationship Marketing and Customer Loyalty of Nepali Commercial Banks. International Journal of Science and Business, 3(1), 97-103. doi: https://doi.org/after_final_publication

Retrieved from http://ijsab.com/wp-content/uploads/310.pdf

 

About Author

Rajeswor Neupane, Associate Professor, Tribhuvan University, Nepal Commerce Campus, Kathmandu, Nepal.

 

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DOI: https://doi.org/After_final_publication

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