DIGITAL MARKETING AND CUSTOMER SATISFACTION IN NEPALESE COMMERCIAL BANKS

Abstract

This study examines the digital marketing and customer satisfaction in Nepalese commercial banks. The study is used descriptive and casual comparative research design. Data were analyzed by using different statistical technique such as descriptive statistic, correlation analysis and multiple regression. This study shows that the majority of the respondents highly agreed that social media marketing and website marketing factors are significant affecting their satisfaction. The correlation analysis shows that social media marketing (SMM) has positive and significant relationship with customer satisfaction (CS). Likewise, online advertisement marketing (OAM) has positive and significant association with customer satisfaction (CS). Similarly, correlation value between website marketing (WM) and the customer satisfaction is significant positive. Finally, email marketing (EM) has significant positive relationship with customer satisfaction (CS). The regression result found that the effect of social media marketing on customer satisfaction is significant positive. It indicates that changes in one unit of social media marketing lead to increase in customer satisfaction and it has also significant effect on customer satisfaction. Then, online advertisement marketing has significant positive impact on customer satisfaction. At the same time, websites marketing has significant positive impact on customer satisfaction. Moreover, there is significant positive effect of email marketing on customer satisfaction. Therefore, all the digital marketing have significant impact on customer satisfaction in Nepalese commercial banks.