Relationship Marketing and Customer Loyalty of Nepali Commercial Banks
Keywords:
Communication, Conflict Handling, Customer Loyalty, TrustAbstract
The study has been designed to understand the opinions of the respondents regarding relationship marketing practices on customer loyalty in Nepali commercial banks by semi-structured questionnaires. The study has focused on effect of relationship marketing practices variables in the customer loyalty of Nepali commercial banks. The study has used different factors like: trust, communication, conflict handling, and commitment towards customer loyalty. This study has found that the relationship marketing dimensions are responsible for creating customer loyalty. It has also drawn the conclusion that customers tend to believe on immediate response and the act of describing properly about offers and benefits to the customers is vital in sustaining customer loyalty.
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