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Item IMPACT OF SOCIAL MEDIA MARKETING IN STARTUPS OF NEPAL(Shanker Dev Campus, 2024) Mamata Oli; Dr. Binita ManandharThis study, titled "Impact of Social Media Marketing in Startups of Nepal," explores the influence of four key social media constructs identity, conversations, sharing, and presence on brand awareness. Guided by the Honeycomb Model, this research investigates how startups can leverage these constructs to overcome resource constraints and achieve competitive advantages in a rapidly evolving market. Using a descriptive research design, data was collected from 385 respondents through structured surveys. The analysis involved descriptive statistics, correlation, and regression methods to identify the relationships between the constructs and brand awareness. The findings reveal that "presence" has the most significant impact on brand awareness, followed by "identity," "conversation," and "sharing." Startups with a consistent and engaging social media presence were more successful in enhancing customer recognition and trust. This study highlights the challenges Nepalese startups face, including limited resources, lack of strategic planning, and inconsistent content. It provides actionable recommendations for optimizing social media strategies, such as focusing on personalized content, fostering two-way communication, and maintaining an active online presence.Item DISTRIBUTION STRATEGY ADOPTED BY PHARMACEUTICAL INDUSTRY: A CASE OF OMNICA LABORATORY(Shanker Dev Campus, 2024) Anjunee Tandukar; Asso. Prof. Dr. Sajeeb Kumar ShresthaThis thesis explores Distribution Strategy Adopted by Pharmaceutical Industry : A case of Omnica laboratory. The research aims to address the current status of Pharmaceutical Industry in Nepal. It also aims in finding out the opinion of doctors, comsumers and related company person about the said area and how it can be applied in practice in the pharmaceutical industry of Nepal. The study has used the questionnaire from various doctors, consumers and medicine practitioner for the findings of objectives of the research. The results derived here are taken from the data of a decade in the said area of pharmaceutical industry. There are various organization, companies and many more involved in this sector from many years. It is very important to figure out the motive behind the study and the clear objective is carried out behind all the research and its findings. The work provides insights for the industry stakeholders to enhance distribution framework, improve patient access to medicines, and ensure sustainable growth in an increasingly competitive and regulated environment. The study aims to serve as a valuable resource for industry professionals, policymakers, and academic seekers to understand and innovate within the pharmaceutical distribution landscape.Item THE EFFECT OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) ON THE BANKING PERFORMANCE OF COMMERCIAL BANKS IN NEPAL(Shanker Dev Campus, 2024) Ramesh Adhikari; Dr. Pitri Raj AdhikariThe main objective of this study is to examine the effect of customer relationship management (key customer focus, customer knowledge management, organizing around customer relationship management, and technology-based customer relationship management) on the marketing performance of selected commercial banks in Nepal. In this study, both qualitative and quantitative approaches were employed. The study used primary and secondary sources to gather data. Primary data were collected through a 5 point Likert-scale questionnaire. The population of the study was employees (managers, supervisors, and professionals) of selected banks. The total sample size for the study was 410. To analyze the collected data correlation and multiple regression were used. The findings show that Key client focus had the highest effect on marketing performance followed by Organizing around CRM and technology. On the contrary, Knowledge Management is insignificantly related to marketing performance. Therefore, based on the findings the researcher has recommended that the bank should work more on those three customer relationship management dimensions (key client, organizing around CRM, and technology) that significantly affect the marketing performance.Item Brand Loyalty and Consumer Attitudes on Purchase Behavior of Goldstar Shoes(Shanker Dev Campus, 2024) Ghan Shyam Devkota; Rishi Ram Pantha / Bharat Raj PantThe subject of scientific research is the examination of the difference in brand loyalty factors according to the socio-demographic characteristics (age, education, income level) of confectionary consumers, as well as the examination of the connection between brand loyalty factors and brand loyalty of confectionary consumers in Serbia. 200 respondents completed the structured questionnaire. Determining the difference in brand loyalty factors according to socio-demographic characteristics of confectionary consumers was performed using the f test, while the correlation between the brand loyalty factors and brand loyalty was performed using Spearman's rank correlation as a non-parametric alternative to Pearson's correlation. It was determined that there is a significant difference in brand loyalty factors according to the age, education, and income level of confectionary consumers. There is also a statistically significant correlation between all brand loyalty factors and brand loyalty.Item BRAND AWARENESS AND BRAND IMAGE DEVELOPMENT IN NEPALESE MARKET (A Case Study of The Bakery Café)(Shanker Dev Campus, 2024) Sunil Giri; Asso. Prof. Dr. Kapil KhanalThis study, titled "Brand Awareness and Brand Image Development in the Nepalese Market: A Case Study of The Bakery Café", examines consumer-based brand equity within Nepal's first fast-food chain, The Bakery Café (TBC). With the growing competitive landscape in the food and beverage industry, the study aims to analyze the factors influencing brand equity using Aaker's four dimensions: perceived quality, brand awareness, brand loyalty, and brand association. The research aims to explore the relationship and impact of these dimensions on brand equity, providing actionable insights to enhance TBC’s market presence and strategic decision-making. A descriptive research design was employed, with data collected through a structured questionnaire distributed to 480 respondents, of which 394 valid responses were analyzed. The questionnaire was based on a 5-point Likert scale and statistical tools like SPSS and Excel were used for data analysis, employing correlation, regression, and descriptive statistics. Secondary data from books, journals, and reports complemented the primary data. The study reveals a significant positive relationship between perceived quality, brand awareness, brand loyalty, and brand association with brand equity. Among these, brand awareness and perceived quality emerged as the most influential factors. Insights suggest that enhancing consumer perceptions of quality and loyalty could lead to increased competitive advantage and market share for TBC. The research underscores the critical need for tailored marketing strategies in Nepal’s evolving food industry, offering valuable recommendations for The Bakery Café to strengthen its brand identity and equity amidst growing local and international competition.Item FACTOR AFFECTING SELECTION OF MOBILE BANKING FOR ONLINE SHOPPING PAYMENT IN NEPAL(Shanker Dev Campus, 2024) Sushil K.C.; Asso. Prof. Dr. Suman K. ParajuliThis study explores the factors influencing mobile banking selection criteria for online shopping in Nepal, focusing on how transaction convenience, user experience, application design, perceived risk, and perceived benefit impact consumer behavior. The research is grounded in well-established models such as the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), with the aim of providing insights into online shopping behaviors, specifically within the context of mobile banking. Through a structured questionnaire, data were collected from 227 respondents who are mobile banking users involved in online shopping. The results show that transaction convenience, user-friendly design, and perceived benefits significantly influence users' decisions to adopt mobile banking as a payment method. However, perceived risk did not emerge as a strong determinant. The study also highlights the potential of mobile banking to drive e-commerce growth, especially in developing regions like Nepal, where online shopping is still emerging. Based on these findings, the study offers practical implications for banks and online retailers aiming to enhance customer satisfaction by improving mobile banking features and addressing potential user concerns. Moreover, it provides directions for future research, including exploring factors affecting non-users of mobile banking and the expansion of the study to include offline behaviors. The research contributes to the understanding of mobile banking adoption and offers recommendations for enhancing user experience and trust in mobile payment systems.Item IMPACT OF LEADERSHIP STYLE ON JOB SATISFACTION OF SALES REPRESENTATIVES IN PHARMACEUTICALS COMPANY OF NEPAL(Shanker Dev Campus, 2024) Nisha Ghimire; Asso. Prof. Suman Kamal ParajuliThis research investigates the influence of leadership support on employee satisfaction within the pharmaceutical company sector, employing a descriptive and analytical research methodology. The study relies entirely on primary data collected through a questionnaire survey. A total of 200 questionnaires were distributed to employees in pharmaceutical company, of which 167 were returned, and 153 were deemed suitable for analysis due to incomplete responses. The data used to analysis include descriptive statistical methods, percentages, means, standard deviations, and correlations. The primary objectives of the study were to assess the current demographic representation in pharmaceutical, evaluate the effect of leadership style on employee satisfaction, and appraise the leadership style within the organization. The conclusion indicates that leadership style is a important component of human resource management. The results demonstrate a significant relationship between leadership style and sales representative satisfaction within the organization. Responses to various statements reveal that a majority of respondents, mostly Nepalese pharmaceutical company seems to practice democratic leadership. During analysis only democratic leadership score above 3, autocratic and liassez-faire are below 2 score. Based on data, average mean of democratic leadership is 3.64, autocratic leadership is 2.86 and liassez-faire leadership is 2.96. , Positive relation been obtained between leadership style and job satisfaction during correlation analysis.Item CONSUMER ATTENTION LINKED TOWARDS ONLINE DISPLAY ADVERTISEMENT(Shanker Dev Campus, 2024) Chetan Padhaya Poudel; Asso. Prof. Dr. Kapil Khanalurchase the goods. The main purpose of this research was to know if the people watch online advertisement that are displayed is several online media , so people can get information about the products so they can buy if they require it. Questioner method is used to collect the data where question are prepared using Google Docs. Descriptive statistics methods are used to analyses of data that were collected from 400 people in survey. Most of the customer focuses on online display advertisement with the product description. Also most of the people focused on the brand of product which can be identified in product packaging with company logo. To analyze the customer attention toward online advertisement primary data is used in the research. For the primary data Five/ point Likert scale technique is used. Sample survey is collected from 400 people near Kathmandu valley using online method, where Facebook and several social media are used to collect the data. After collection data analyses of data are done using different statistical tools like regression analysis, correlation and annova test.Item RELATIONSHIP BETWEEN EMOTIONAL INTELLIGENCE AND JOB PERFORMANCE OF COMMERCIAL BANK’S EMPLOYEES IN NEPAL(Shanker Dev Campus, 2024) Sunita Thapa; Keshav Chand / Dr. Dipak MahatThe study is entitled „Relationship Between Emotional Intelligence and Job Performance of Commercial Bank‟s Employees in Nepal.‟ This study examines the relationship between Emotional Intelligence (EI) and Job Performance in the context of Nepalese commercial banks, employing both descriptive and causal-comparative research designs. A sample of 400 employees was selected through non-probability convenience sampling, and data was analyzed using descriptive and inferential statistical tools. The research focused on four EI dimensions: Self-Emotion Appraisal (SEA), Other‟s Emotion Appraisal (OEA), Use of Emotion (UOE), and Regulation of Emotion (ROE), and their influence on task and contextual performance. Key findings indicate that SEA and UOE have a significant positive impact on both task and contextual performance, emphasizing the critical role of self-awareness and emotional application in driving employee productivity and collaboration. While OEA positively affects task performance, its influence on contextual performance is limited, suggesting that understanding others' emotions may support task achievement but does not necessarily foster teamwork or altruism. ROE showed no significant effect on either performance dimension, highlighting potential industry-specific nuances in the banking sector where precision and results orientation are prioritized over emotional regulation. The findings underscore the importance of targeted emotional intelligence training, particularly focusing on SEA and UOE, to enhance both individual and organizational performance. Additionally, the study calls for further exploration of contextual and cultural factors influencing the role of OEA and ROE in job performance. Recommendations for future research include comparative studies across banking sectors, longitudinal analyses, and investigations into the efficacy of specific EI training programs. This study contributes to the growing body of literature on emotional intelligence, offering practical implications for employee development and organizational strategy in the banking industry.Item CUSTOMER SATISFACTION IN NEPALESE TELECOMMUNICATION SECTOR(Shanker Dev Campus, 2024) Saraswoti Parajuli; Asso. Prof. Dr. Kapil KhanalThe study is titled “Customer satisfaction in the telecommunication sector of Nepal”. The objective of this study is to evaluate the impact of service quality on customer satisfaction provided by Nepal Telecom and customer satisfaction regarding security and privacy risks of Nepal Telecom, and at the same time Analyze customer satisfaction based on the level of reliability provided and the perceived value for customer satisfaction in telecommunications in Nepal. The study was conducted based on descriptive and causal research design. To generate primary data, a survey research design was adopted in the study. This study is based on actual sampling of different sections of society for the study with reference to actual sampling techniques taking into account gender, age groups and addressing the main factor by selecting few at least 400 samples among telecommunication service users. Among them, 384 people responded (inside Kathmandu valley) to the questionnaire. The results also show that all factors have a close relationship with customer satisfaction. Relationships with colleagues, workload pressure and the role of ambiguity showed stronger effects and support than the management dimension in particular customer satisfaction. This in no way diminishes the importance of transformational leadership as a contributor to customer satisfaction. The present study found no support for the relationship between relationships with co-workers, workload pressure, and the role of ambiguity and employee customer satisfaction. This result is not surprising, because it is reasonable to assume that employees will feel dissatisfied when leaders focus only on failures and neglect to quickly solve their problems. Senior management in the telecommunications sector can use this knowledge to continue to motivate and encourage employees, thereby helping to improve customer satisfaction within the organization.Item IMPACT OF E-BANKING SERVICES ON CUSTOMER SATISFACTION IN NEPALESE COMMERCIAL BANKS(Shanker Dev Campus, 2024) Pratima Byanjankar; Sarita MaharjanThe main purpose of the study is to investigate impact of e-banking services on customer satisfaction in Nepalese commercial banks. The study is used descriptive and casual research design. This study used descriptive statistic, correlation analysis and regression analysis for data analysis. The study found that the majority of respondents believed that security and convenience of e-banking services have a significant impact on banking customers’ satisfaction and that their own satisfaction is high. The correlation analysis shows that there is a significant positive association between customer satisfaction (CS) and reliability of e-banking services (REL). Similarly, accessibility of e-banking services has significant positive association with customer satisfaction. Further, there is a significant positive correlation of convenience of e-banking services with customer satisfaction (CS). Lastly, there is a significant positive correlation between security of e-banking services and customer satisfaction. The regression result reveals that reliability, accessibility, convenience and security of e-banking services have significant positive impact on customers’ satisfaction in banking industry of Kathmandu Valley. Therefore, this study concluded that the impact of electronic banking on customer satisfaction is significant in Nepalese commercial banks.Item CUSTOMER SATISFACTION WITH E-SERVICES QUALITY IN NEPALESE COMMERCIAL BANKS(Shanker Dev Campus, 2024) Binita Dhungana; Assoc. Prof. Suman Kamal Parajulihe study titled “Customer Satisfaction with E-Services Quality in Nepalese Commercial Banks” aims to analyze the impact of mobile banking service quality on customer satisfaction. Utilizing a descriptive and causal-comparative research design, the study examines the relationship between five independent variables (tangibility, reliability, responsiveness, assurance, and empathy) and the dependent variable (customer satisfaction). A sample of 415 mobile banking users was surveyed using a structured questionnaire distributed both electronically and in-person. Descriptive and inferential statistical tools, including Cronbach's alpha, were employed to analyze the data using SPSS and MS-Excel. The findings reveal that tangibility, responsiveness, and assurance positively influence customer satisfaction, while reliability has a negative effect, and empathy does not significantly impact satisfaction.Item CUSTOMER SATISFACTION TOWARDS CARDLESS CASH WITHDRAWAL FROM ATM(Shanker Dev Campus, 2024) Umesh Kumar Shrestha; Dr. Binita ManandharCB is described as the withdrawal and/or transfer of funds by banked, under banked, or unbanked consumers using Automated Teller Machines (ATMs) through a wireless network (Karthikeyan 2012). The main purpose of this research is to examine the impact of cardless cash withdrawal from ATM. In Nepal, at present there are various financial instructions, among them only certain service provider have been selected for research purpose. Only certain service provider have been purposively selected in term of their aggressive adaptation, system up-gradation to digital product and selling digital product to customer on huge basis. Thus purposive sampling techniques have been employed. As per nature of research, only primary data were used for analysis. Similarly primary data are collected through questionnaire. This study use descriptive research design and casual comparative research design. Appropriate frequency tables were used, a coefficient correlation and multiple regression analysis is also used to explained the relationship between the variables and present the findings. The conclusion of this research is Card less cash withdrawal from ATM had Positive and significant impact customer satisfaction. Still majority of population are unaware about Card less cash withdrawal from ATM and there uses, So financial instutions needs to conduct awareness program for maximum use of card less services, locating ATM booth at convenient place, making cradless transaction more secure and reliable.Item SERVANT LEADERSHIP AND ORGANIZATIONAL COMMITMENT IN NEPAL(Shanker Dev Campus, 2024) Shristy Koirala; Dr. Dilliram BhandariEffective motivation serves as a crucial tool for evaluating both employee performance and organizational status. It acts as an internal drive propelling employees towards achieving personal and organizational objectives. This study aims to explore the influence of employee motivation on performance, adopting a positivist epistemology. Employing a descriptive and causal research design, the study utilizes statistical methods including ANOVA, T-tests, correlation, and regression. Questionnaires were administered to employees in commercial banks within Kathmandu valley to gauge the impact of motivation on performance. Results indicate a significant correlation between charisma, inspirational motivation, intellectual stimulation, contingent expectations, and management by expectations shows high degree of positive relationship with organizational commitment while charisma, inspirational motivation, intellectual stimulation, contingent expectations, and management by expectations are statistically significant and positively impact on organizational commitment.Item SOCIAL MEDIA MARKETING ON CUSTOMERS SATISFACTION OF BANKS(Shanker Dev Campus, 2024) Pooja Joshi; Kamal Prakash Adhikari / Deepak Raj KadelThis thesis investigates the impact of social media marketing on customer satisfaction and retention in the banking sector, focusing on customers of commercial banks in Nepal. Through a quantitative approach analyzing descriptive data (mean, median, and standard deviation), the study examines the relationship between social media engagement and customer satisfaction. The sample includes 387 respondents from nine commercial banks in Kathmandu, comprising diverse demographic backgrounds and utilizing platforms like Facebook, Instagram, and mobile banking apps. Key findings reveal a positive correlation between social media attributes—information reliability, responsiveness, privacy, and connectivity—and customer satisfaction. Responsiveness emerges as a critical factor for current account holders, while savings account holders prioritize information reliability and privacy, and fixed deposit holders value all dimensions of social media performance. However, while information reliability and privacy are positively related to satisfaction, they are not statistically significant on their own. Demographic factors such as age and occupation significantly affect satisfaction levels, indicating socio-economic variables influence customer experiences. The study highlights the importance of responsiveness and connectivity in fostering customer satisfaction, urging banks to focus on these aspects to enhance service quality. Future research should consider a larger sample to strengthen generalizability beyond Kathmandu’s banking context.Item CUSTOMER RELATIONSHIP MANAGEMENT IN RETAIL BANKING MARKET OF NEPAL(Shanker Dev Campus, 2024) Dikshya Bhandari; Pratibha PanditThe main objective of the study is to identify effective strategies to enhance Customer Relationship Management in retail banking market of Nepal. There can be many factors that affect the CRM strategies in banking sector. This research study has explained theoretical review and different literature review related to CRM, Customer Satisfaction, Customer Loyalty and so on. The study aimed to provide a descriptive analysis of all the variables used, under the present context. Primary data for the study was collected from customer associated with different bank and financial institution in Nepal through structured questionnaire. The questionnaire was distributed to 212 respondents. Pearson correlation analysis was conducted to identify the relationship between independent variable (Customer Satisfaction, Customer Loyalty, Service Quality and Customer Safety) and dependent variable (Customer Relationship Management Effective Strategies). SPSS 23 was used to find the result of the data analysis and interpretation. A significant finding from the study is that the independent variable (Customer Satisfaction, Customer Loyalty, Service Quality and Customer Safety) has direct and positive impact on CRM. The conclusions are provided after interpreting and analyzing the collected data through primary sources. This study has some limitations and to overcome this, further research can be done by including more specific factors.Item CONSUMER INCLINATION TO UTILIZE QR PAYMENT SYSTEM AT HYPER MARKET(Shanker Dev Campus, 2024) Biraj Shrestha; Dr. Binita ManandharThis study explores the factors influencing consumers' inclination to utilize QR payment systems, particularly at hypermarkets in the Kathmandu Valley. With the rise of digital payment systems globally, QR payments have gained popularity due to their speed, convenience, and enhanced security. However, their widespread adoption is dependent on factors like consumer preferences, financial incentives, and technological readiness. The research examines these factors by conducting surveys with consumers and market staff, focusing on demographic influences, the impact of financial incentives, and how technological infrastructure affects QR payment usage. The study also highlights the role of perceived ease of use and security concerns in shaping consumer behavior. The findings suggest that while technological readiness plays a crucial role in promoting QR payment adoption, financial incentives do not always significantly increase consumer interest. Additionally, the ease of using QR payments is important but not a decisive factor in encouraging widespread adoption. Based on the results, the study provides insights for hypermarkets, policymakers, and financial institutions. It suggests that improving technological accessibility and addressing consumer concerns about security and transaction fees could foster greater acceptance of QR payment systems in Nepal's hypermarket sector. This research contributes valuable knowledge to the growing field of digital payment systems, offering strategies to promote their adoption in the retail industry and supporting Nepal's move towards a cashless economy.Item STATUS OF DEVELOPMENT ASSISTANCE IN NEPAL(Shanker Dev Campus, 2024) Nira Kafle; Rishi Ram panthaThis study entitled “ Status of Development Assistance in Nepal”wasdone as partial fulfillment of the requirements for master degree of Business Studies. It was carried out from the data of MOF, NRB and other similar institution. This thesis examines the status of Development Assistance in Nepal, and adds to growing literature on the issue of aid effectiveness. Until the mid1960s, almost all development projects in Nepal were financed by Development Assistance. Since 1970, the average aid/GDP ratio remains at over 6 percent and in 2002 development assistance financed over 50 percent of Nepal’s development expenditure is financed by assistance. To carry out the study scientific research methodology was adopted which includes the problem findings, research design, and secondary data collection, analysis and summarization of the result. To find out the status of development assistance, its contribution to national budget and sectoral contribution observed through analysing the trend ofsectoral development assistance in different fiscal year. The results obtained from the research shows the assistance dependency is higher in Nepal. Data shows that around 1Item EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN NEPALESE BANKING INDUSTRY(Shanker Dev Campus, 2024) Nimme Maharjan; Sita DhitalThe banking industry in Nepal has experienced rapid growth in recent years, leading to increased competition and the need for service excellence to retain customers. This study explores the effect of service quality on customer satisfaction in the Nepalese banking industry. The research focuses on five key dimensions of service quality—Tangibility, Reliability, Responsiveness, Assurance, and Empathy—analyzing their individual and collective impacts on customer satisfaction. A multiple regression analysis was conducted based on survey data collected from bank customers across various regions of Nepal. The findings reveal that all dimensions of service quality have a significant influence on customer satisfaction, with Assurance and Responsiveness showing the strongest positive impacts. Additionally, the results highlight the areas where Nepalese banks need improvement, particularly in enhancing reliability and empathy to ensure better customer experiences. This study provides valuable insights for bank managers aiming to develop strategies that improve service quality and foster customer loyalty in a highly competitive market. The research concludes with recommendations for the banking sector in Nepal to maintain a high level of service quality, ultimately enhancing customer satisfaction and long-term profitability.Item FACTORS INFLUENCING CUSTOMER INTENTION TO ADOPT ESEWA WALLET IN KATHMANDU CITY(Shanker Dev Campus, 2024) Jenish Bajracharya; Asso. Prof. Dr. Kapil KhanalThe main purpose of this study is to know the factors influenced by customer intention to use the e-Sewa in Nepal. To achieve this quantitative and descriptive approach is employed, utilizing a sample of 400 questions to gather primary data. The research is grounded in an extended version of technology and innovation theory. e-Sewa represents a digital solution with mobile payment connectivity, providing users with a convenient and secure method within the digital financial ecosystem. The supporting conceptual framework used for the research from the extended version of technology and innovation theory. e-Sewa mobile payment wallet is a digital payment technology with a mobile connectivity as an innovation in digital financial ecosystem offering users a convenient and secure method. In this study variables which are influencing perceived usefulness, perceived ease of use, perceived behavioral control, Subjective norms, perceived security, subjective norms, observabiliity, perceived costs and dependent variable is behavioral intention to adapt. The study focus on studying the factors influencing perceived usefulness, perceived ease of use, perceived behavioral control, subjective norms, perceived trust, perceived cost, observability have significant influenced in behavioral intention toward e-Sewa. E-Sewa provider should enhance its agents and merchants for more users’ usefulness. Besides, e-Sewa provider should maintain the stability of connection to become more trust on security after those transaction fees of e-Sewa should create a market to increase customer intention on adoption. The test indicate significant difference in the awareness of the cashless transaction between male and female respondent, suggesting that gender have no exert a significance influence on awareness levels. The finding underscore the perception of using e-Sewa as perceived ease of use, perceived behavioral control, perceived usefulness, perceived costs, subjective norms, perceived security, observabiliity, and behavioural intention to adapt as a dependent variable.