For banks to attract new business and sustain the loyalty of existing customers, consumers must be able to reach financial institutions through multiple channels. With consumer interest that was historically focused on Branch Banking, currently fast changing towards Mobile & Internet banking - the level of popularity and number of possible services it carries has a great potential.
Through the use of wireless banking as a customer channel, as well as an internal tool within financial institutions, the combination of Mobile and wireless technologies with the wide variety of portable devices available today, enables new revenue opportunities for financial services organizations. This provides a new channel that can be used to refresh and expand the customer base, attract prime customers and enhance loyalty.
The research topic has a greater importance in today’s context in terms of customer retention. The mobile banking services provided by NIBL showed that the customers has a high degree of trust building factor and has made their financial transactions safe and easy to operate. Though a little consumer awareness is required at certain level to the first time users in order to boost their confidence to operate easily. The revolution in the field of technology has made a boon for the society and at the same time high risk factors are also associated with it. This research has made an extensive contribution in the area of promotional activities where personal interaction and advertisement program is a must for maintaining long term customer relationship. Moreover, providing better services with added value has made the customer to become more loyal towards their mobile banking services.
Inhaltsverzeichnis (Table of Contents)
- Background of the study
- Introduction - Mobile Banking
- What is Mobile Banking?
- Statement of Problem
- Objectives of the Project
- Introduction - Mobile Banking
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research paper aims to explore the impact of service promotion in building customer value, specifically focusing on the mobile banking services offered by Nepal Investment Bank Ltd. (NIBL) within Kathmandu Valley. It investigates the relationship between promotional strategies, customer awareness, and customer value creation in the context of mobile banking.
- The role of service promotion in building customer value in the mobile banking context
- Customer perception and usage of mobile banking services
- The effectiveness of promotional strategies employed by NIBL for mobile banking services
- The impact of mobile banking on customer satisfaction and loyalty
- The future prospects and challenges of mobile banking in Nepal
Zusammenfassung der Kapitel (Chapter Summaries)
- Background of the study: This chapter introduces the concept of mobile banking and its significance in the evolving financial landscape. It highlights the increasing demand for personalized mobile services and the potential for financial institutions to enhance customer value and loyalty through innovative mobile solutions.
- Statement of Problem: This section examines the competitive pressures faced by NIBL in the mobile banking market, highlighting the need for effective promotion strategies to differentiate their services and maintain customer value in an increasingly saturated market.
- Objectives of the Project: This chapter outlines the specific research objectives, including understanding customer lifestyle and mobile banking usage, assessing consumer awareness of mobile banking, analyzing the impact of service promotion on customer value, evaluating NIBL's marketing strategies, and exploring the potential for customized service offerings.
Schlüsselwörter (Keywords)
The research paper centers on the key concepts of mobile banking, service promotion, customer value, and customer retention. It examines the effectiveness of promotional mix strategies, focusing on the impact of mobile banking initiatives on customer satisfaction and loyalty. The study uses Nepal Investment Bank Ltd.'s mobile banking services in Kathmandu Valley as a case study to understand the complex interplay between technology, promotion, and customer perception in the Nepali banking sector.
- Citation du texte
- Sanjeev Pradhan (Auteur), 2018, Service Promotion and its Impact on Building Customer Value, Munich, GRIN Verlag, https://www.grin.com/document/425407
