ELECTRONIC BANKING AS THE ALTERNATIVE CHANNELS AND CUSTOMER SATISFACTION IN NEPAL

Abstract

Therefore, the ability of commercial banks to create and market new products and services with unique features, as well as to reroute and restructure their internal business processes in reaction to external movements, depends on digital banking services. Finding out how effectively digital banking methods fared in comparison to Nepal's commercial banks was the aim of the study. A descriptive and informal research design was used in the study. The study's population consisted of the 20 commercial banks that are active in Nepal. The study's primary data were collected through self-administered questionnaires. The data were analyzed using descriptive statistics. Regression analysis was used to assess the effectiveness and results of digital marketing strategies. The study employs convenience, creditworthiness, usefulness, and ease of use as independent variables, and uses digital banking as a dependent variable. Correlation research showed that the practices of digital banking are significantly and favorably related to usefulness, ease of use, creditworthiness, and convenience. Similarly, the results of the regression analysis showed that, when it comes to digital banking, usefulness, ease of use, creditability, and convenience are statistically significant as positive coefficients. Digital banking, however, has a positive significance. Also, when combined with independent factors, the dependent variable has a positive significance.