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https://elibrary.tucl.edu.np/handle/123456789/11516| Title: | Rebranding Effect of Nepalese Commercial Banks on Customer Perception |
| Other Titles: | Customer Perception REBRANDING ON BANKS |
| Authors: | KANDEL, KRIPA |
| Keywords: | REBRANDING STRATEGIES;REBRANDING BANKS |
| Issue Date: | Jun-2022 |
| Institute Name: | School of Management |
| Level: | Masters |
| Abstract: | There has been a paradigm shift in the world of banking and finance. Corporations are working on innovating firms with the help of rebranding to build positive customer perception, improve customer satisfaction practices, minimize customers switching to other banks, and increase profitability through customer retention. |
| Description: | Rebranding has become a frequent phenomenon as the rate of merger and acquisitions of banks, and financial institutions have been growing steadily in recent years. For the Nepalese market, rebranding banks and financial institutions are not new, and this sector will see more growth. So, understanding the rebranding concept has been a challenge despite the level of attention that the area has consistently received. Thus it has opened an exciting area of study: how do corporate actions influence consumers and their evaluation of the products and services since they can determine the success or failure of the rebranding. |
| URI: | https://elibrary.tucl.edu.np/handle/123456789/11516 |
| Appears in Collections: | General Management |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Kripa Kandel.pdf | A Graduate Research Report submitted in partial fulfilment of the requirements for the degree of MBA | 892.32 kB | Adobe PDF | View/Open |
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