CUSTOMER RELATIONSHIP MANAGEMENT IN RETAIL BANKING MARKET OF NEPAL
Date
2024
Authors
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Publisher
Shanker Dev Campus
Abstract
The 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.