sajeeb shrestha - Academia.edu (original) (raw)

Papers by sajeeb shrestha

Research paper thumbnail of Corporate Governance and Corporate Social Responsibility (CSR) Disclosure Among Commercial Banks in an Emerging Economy: Evaluative Perspectives

Research paper thumbnail of Quantitative Research Design and Sample Trends: A Systematic Examination of Emerging Paradigms and Best Practices

Cognizance journal, Feb 28, 2024

Research design and sampling are pivotal in scientific research, shaping methodology and ensuring... more Research design and sampling are pivotal in scientific research, shaping methodology and ensuring the credibility and validity of findings, necessitating clear and focused attention from researchers. Based on the above statement the study was focused on underlining the research design's basic terms and sample in order for researchers to be reliable in their research. The study used PRISMA to select the sample of documents. 30 major studies were used to explain the research objectives. The study covers only four types of research design i.e. Descriptive, Developmental, Experimental, and Casual Comparative. Results highlight the four research designs that aim to answer, words to be concerned with during objective setting, statistical tools, data visualization, words to be selected during hypothesis setting based on tools, and the minimum number of samples required depending on various tools. The research concludes that the choice of effective research design terms is pivotal. In statistical analysis, hypothesis wording directs research, with terminology so depending on the tools appropriate words need to be selected. Researchers need to make sure that the minimum sample size is right. However, larger samples improve the stability and accuracy of results. This study contributes by explaining essential research design terminology on sample selection, and their influence on statistical analysis, providing researchers with a clear guide to improve credibility and validity in their work.

Research paper thumbnail of Impact of Financial Literacy on Personal Investment Decisions in Kathmandu Valley

Research paper thumbnail of Impact of Celebrity Endorsement and Reference Group on Customer Purchase Intention for Non-durable Goods

Ganeshman Darpan

Consumer purchasing behaviour is impacted by a range of factors that must be identified. This stu... more Consumer purchasing behaviour is impacted by a range of factors that must be identified. This study's main goal was to investigate how reference groups and celebrity endorsements affect consumers' choices for non-durable goods. Reference groups and celebrity endorsements both have a significant impact on how consumers choose products. The study's population encompassed customers from different age groups and sectors, including students, homemakers, bankers, teachers, and professionals in various fields. A total of 430 respondents received self-administered questionnaires through convenient sampling techniques, and 400 completed questionnaires were collected. The study's findings indicated that the reference group is a potent factor with a significant influence on consumer buying decisions, while the correlation between celebrity endorsements and consumer purchasing decisions was found to be weak.

Research paper thumbnail of Celebrity Endorsement and Purchase Intention: A Structural Equation Modeling Approach

Management Dynamics, Dec 31, 2019

This study tries to measure the impact of celebrity endorsement on purchase intention in Kathmand... more This study tries to measure the impact of celebrity endorsement on purchase intention in Kathmandu City. Structured questionnaires were as administered to collect data. 200 samples were taken. Structure Equation Modeling was applied via EFA, CFA and SEM to refine the constructs, to validate the measurement model and to test hypotheses of structural model. This research confirmed that similarity, matching and familiarity of endorser's are the major factors for increasing purchase intention in Kathmandu City. No support was established for expertise and trustworthiness to enhance purchase intention. This study contributes in marketing research that how celebrity influences purchase intention towards endorsed products or services.

Research paper thumbnail of Factors Affecting Vehicle Purchase in Major Cities

The EFFORTS, Journal of Education and Research, Mar 30, 2022

Nowadays, personal vehicles have become synonymous with the modern city market. The development a... more Nowadays, personal vehicles have become synonymous with the modern city market. The development and splendor of the city can also portray by the use of such vehicles. The purpose of this study was to analyze the factors affecting vehicle buying in major cities. This research used descriptive and causal research design. Primary data were collected. Survey research was administered and 2000 responses were collected. A PLS-SEM tool was used to test validity, reliability and path of advance modeling. This research confirmed expected features, price, dealer/showroom influence has significant influence on car buying. After sales service has no effect on car buying. Marketers should identify target group who showed interest on cars and marketing programs should be directed to them.

Research paper thumbnail of The Determinants of Consumers’ Attitude Towards Advertising

Canadian Social Science, Sep 7, 2010

The advertising industry is a lucrative business in Malaysia. However, government intervention in... more The advertising industry is a lucrative business in Malaysia. However, government intervention in the industry has to certain extent regulated the content of the advertisement messages. This in turn has impacted the formation of consumers' attitude towards advertising. As such, it is crucial to identify the determinants of their attitude. The aim of this research is to investigate the determinants of consumers' attitude towards advertising among tertiary students in a private higher education institution in Malaysia. A total of 263 undergraduate business students from a private university in Malaysia participated in this research. The outcome shows that credibility, informative, hedonic/ pleasure and good for economy positively relates to consumers' attitude towards advertising.

Research paper thumbnail of Factors of Brand Image and Television Purchase in Kathmandu City

The Batuk, Jul 31, 2019

This study attempted to measure factors of brand image and television purchase in Kathmandu City.... more This study attempted to measure factors of brand image and television purchase in Kathmandu City. Descriptive and causal research design was used. Primary cross-section data were collected. Structured questionnaires were administered and 200 data were obtained. Judgmental sample technique was applied. Structural Equation Modeling (SEM) tool was used to validate the model and testing causal relationships among exogenous and endogenous constructs. It was found consumer experience and after sales service were the important factors for creating brand image in the television markets. Brand image influenced television buying behavior. But celebrity endorsement and country of origin had no influence on building brand image.

Research paper thumbnail of Celebrity Endorsement and Purchase Intention: A Structural Equation Modeling Approach

Management Dynamics, 2019

This study tries to measure the impact of celebrity endorsement on purchase intention in Kathman... more This study tries to measure the impact of celebrity endorsement on purchase intention in Kathmandu City. Structured questionnaires were as administered to collect data. 200 samples were taken. Structure Equation Modeling was applied via EFA, CFA and SEM to refine the constructs, to validate the measurement model and to test hypotheses of structural model. This research confirmed that similarity, matching and familiarity of endorser’s are the major factors for increasing purchase intention in Kathmandu City. No support was established for expertise and trustworthiness to enhance purchase intention. This study contributes in marketing research that how celebrity influences purchase intention towards endorsed products or services.

Research paper thumbnail of Consumer Perception Towards Brand Extension

The Batuk, 2019

This study attempts to examine consumer evaluation of brand extension in the Nepalese brand conte... more This study attempts to examine consumer evaluation of brand extension in the Nepalese brand context. Major objective of the study was to how consumer perceives brand evaluation in Nepal. Two hundred convenient samples were taken in this study. Structured questionnaires were designed to collect data. Descriptive statistics and correlation analysis was used to summarize the data, to check the relation and to test the hypotheses. The research confirmed moderate correlation among brand extension with all the predictors like parent brand reputation, brand consistency, complementary features, substitutability features, transferability features, consumer innovativeness and consumer/user status.

Research paper thumbnail of Customer Impulse Buying Behavior in Kathmandu

Journal of Nepalese Business Studies, 2018

This study examines customer impulse buying behavior in Kathmandu for the retail sector. Departme... more This study examines customer impulse buying behavior in Kathmandu for the retail sector. Departmental store located in Kathmandu City were approached and collected data. Judgmental sampling technique was used and data were collected from 250 samples. Descriptive statistics and multiple regression analysis were used to summarize the nature of data and to test the hypotheses. The research confirmed that window display, in-store display and promotional signage had significanct influence on impulse buying of customers. No support was found for floor merchandising.

Research paper thumbnail of Impact of Brand Equity on Purchase Intention of Smart Phones

The Institute of Management and Economy Research, 2018

This study aimed to examine the effect of brand equity dimensions measuring the impact of brand e... more This study aimed to examine the effect of brand equity dimensions measuring the impact of brand equity on purchase intension of smart phones in Kathmandu. Descriptive and causal research design was used for the study. Structured questionnaires were administered for collecting data. Structured equation modeling was applied for validating the proposed model and measuring the influence of brand equity dimensions on purchase intentions of smart phones. Independent sample t-test and ANOVA was used to test the effect of moderating variables on purchase intention. The research fount brand loyalty and brand awareness were the influential factors for purchase intention of smart phones. Females performed significantly more than males in purchase intention. Qualification had no significant differences on purchase intention of smart phones. The findings of this study add values to the literature and its applicability of brand equity, brand awareness and purchase intensions which helps to formulate polices and strategies.

Research paper thumbnail of Determinants of brand equity in digital satellite television services: evidence from Dish Home of Nepal

International Journal of Entrepreneurship and Innovation Management, 2016

This study aims to propose and evaluate a model to better understand customer-based brand equity ... more This study aims to propose and evaluate a model to better understand customer-based brand equity in the Dish Home Nepal. Dish Home of Nepal provides digital satellite television services direct to subscribers without use of any wire, cables or cable infrastructure throughout the region of coverage structured. Using questionnaires, a survey was conducted to 214 subscribers of Dish Home in order to collect the data and structure equation modelling was used to measure the effectiveness of brand equity drivers of Dish Home. The research found brand awareness and perceived quality had no effect on brand loyalty. Brand association has significant effect on brand loyalty. Dish Home Company should focus on brand loyalty programs to increase and retain brand loyal customers.

Research paper thumbnail of Brand Loyalty of Baby Diaper Products

Management Dynamics, 2018

This study tries to measure the factors influencing brand loyalty of baby diapers in Kathmandu Ci... more This study tries to measure the factors influencing brand loyalty of baby diapers in Kathmandu City. Primary cross section data were collected using structured questionnaires. 200 working mothers were chosen as sample of the study. Reliability analysis, descriptive statistics and regression analysis was done to filter the questions, to summarize the data and to test the hypotheses. This research confirmed convenience, product quality, design, brand experience and brand image factors are important factors for brand loyalty of baby diaper products. Price has no support for brand loyalty.

Research paper thumbnail of Customer Response towards Smart Phones Purchase: Verification from Structural Equation Modeling

Tribhuvan University Journal, 2017

This research attempts to examine the customer response towards smart phone purchase in the Nepa... more This research attempts to examine the customer response towards smart phone purchase in the Nepalese context. The aim of the study was to measure the important factors that affect to consumer purchase intention, brand extension attitude and pay premium price. Descriptive and causal research design was applied in this research. Structured questionnaires were administered for validating the measurement model and testing the structural model for customer response dimensions. It was found brand name, marketing activities, and subjective norms are the most influential factors for customer response of smart phones for purchase intention, brand extension attitude and premium price.

Research paper thumbnail of Consumer Purchase Intention towards Organic Foods

Management Dynamics

This research tries to measure consumer purchase intention toward organic foods. The descriptive ... more This research tries to measure consumer purchase intention toward organic foods. The descriptive and causal research design was used. Primary cross-section data were collected by administering structured questionnaires. Two-hundred responses were collected. The convenience sampling method was used. The PLS-SEM tool was used to test the psychometric and econometric dimensions of the proposed model. This research confirmed that environmental concern, trust, and availability were the important predictor for motivating organic food purchase intention. Health concern and awareness were not supported for organic food purchase intention. Marketers have to make their organic food easily available in the markets with a view of health and environmental consciousness to generate trust.

Research paper thumbnail of Impact of Social Media Promotion on Customer Purchase Intention of Commercial Banks Services

The Batuk

Banking sector these days are providing many products/services to the customers in a competitive... more Banking sector these days are providing many products/services to the customers in a competitive way. Using social media promotion is a strong tool to reach the prospective and regular customers in the cost effective and time efficient way. So, in this way this research attempts to measure the impact of social media promotion on customer purchase intention of commercial banks services. Descriptive and causal research design was used. Convenience sampling method was used to collect sample. Primary cross- section data were collected. Two hundred samples were approached and data were collected from them. Partial Least Square Structure Equation Modeling (PLS-SEM) was used to measure the research model. The research confirmed customer awareness, customer engagement, product/service perception and trust has significant impact on customer purchase intention of banks services. Banks management should focus on the importance of social media to enhance these factors.

Research paper thumbnail of Impact of Social Media Promotion on Customer Purchase Intention of Commercial Banks Services

Banking sector these days are providing many products/services to the customers in a competitive ... more Banking sector these days are providing many products/services to the customers in a competitive way. Using social media promotion is a strong tool to reach the prospective and regular customers in the cost effective and time efficient way. So, in this way this research attempts to measure the impact of social media promotion on customer purchase intention of commercial banks services. Descriptive and causal research design was used. Convenience sampling method was used to collect sample. Primary crosssection data were collected. Two hundred samples were approached and data were collected from them. Partial Least Square Structure Equation Modeling (PLS-SEM) was used to measure the research model. The research confirmed customer awareness, customer engagement, product/service perception and trust has significant impact on customer purchase intention of banks services. Banks management should focus on the importance of social media to enhance these factors.

Research paper thumbnail of Impact of Knowledge Management on Employee Satisfaction in Nepalese Banking Sector

Research paper thumbnail of Impact of Relationship Marketing on Customer Retention in Higher Education

Sajeeb Kumar Shrestha* https://orcid.org/0000-0002-5227-771X Abstract This research attempts to m... more Sajeeb Kumar Shrestha* https://orcid.org/0000-0002-5227-771X Abstract This research attempts to measure the impact of relationship marketing on customer retention in higher education. Exploratory cum descriptive and causal research design was used. Sources of data are students, parents, and faculties of different colleges. A convenient sampling method was used for sample selection. Structured questionnaires were used for collecting responses. Primary cross-section data were collected. PLS-SEM was used for testing the psychometric and econometric properties of the model. This research confirmed that relationship marketing, customer orientation, customer satisfaction, and customer retention are possible in the academic sector. Policymakers and academic experts should focus on relationship marketing factors and customer orientation to enhance customer satisfaction and customer retention.

Research paper thumbnail of Corporate Governance and Corporate Social Responsibility (CSR) Disclosure Among Commercial Banks in an Emerging Economy: Evaluative Perspectives

Research paper thumbnail of Quantitative Research Design and Sample Trends: A Systematic Examination of Emerging Paradigms and Best Practices

Cognizance journal, Feb 28, 2024

Research design and sampling are pivotal in scientific research, shaping methodology and ensuring... more Research design and sampling are pivotal in scientific research, shaping methodology and ensuring the credibility and validity of findings, necessitating clear and focused attention from researchers. Based on the above statement the study was focused on underlining the research design's basic terms and sample in order for researchers to be reliable in their research. The study used PRISMA to select the sample of documents. 30 major studies were used to explain the research objectives. The study covers only four types of research design i.e. Descriptive, Developmental, Experimental, and Casual Comparative. Results highlight the four research designs that aim to answer, words to be concerned with during objective setting, statistical tools, data visualization, words to be selected during hypothesis setting based on tools, and the minimum number of samples required depending on various tools. The research concludes that the choice of effective research design terms is pivotal. In statistical analysis, hypothesis wording directs research, with terminology so depending on the tools appropriate words need to be selected. Researchers need to make sure that the minimum sample size is right. However, larger samples improve the stability and accuracy of results. This study contributes by explaining essential research design terminology on sample selection, and their influence on statistical analysis, providing researchers with a clear guide to improve credibility and validity in their work.

Research paper thumbnail of Impact of Financial Literacy on Personal Investment Decisions in Kathmandu Valley

Research paper thumbnail of Impact of Celebrity Endorsement and Reference Group on Customer Purchase Intention for Non-durable Goods

Ganeshman Darpan

Consumer purchasing behaviour is impacted by a range of factors that must be identified. This stu... more Consumer purchasing behaviour is impacted by a range of factors that must be identified. This study's main goal was to investigate how reference groups and celebrity endorsements affect consumers' choices for non-durable goods. Reference groups and celebrity endorsements both have a significant impact on how consumers choose products. The study's population encompassed customers from different age groups and sectors, including students, homemakers, bankers, teachers, and professionals in various fields. A total of 430 respondents received self-administered questionnaires through convenient sampling techniques, and 400 completed questionnaires were collected. The study's findings indicated that the reference group is a potent factor with a significant influence on consumer buying decisions, while the correlation between celebrity endorsements and consumer purchasing decisions was found to be weak.

Research paper thumbnail of Celebrity Endorsement and Purchase Intention: A Structural Equation Modeling Approach

Management Dynamics, Dec 31, 2019

This study tries to measure the impact of celebrity endorsement on purchase intention in Kathmand... more This study tries to measure the impact of celebrity endorsement on purchase intention in Kathmandu City. Structured questionnaires were as administered to collect data. 200 samples were taken. Structure Equation Modeling was applied via EFA, CFA and SEM to refine the constructs, to validate the measurement model and to test hypotheses of structural model. This research confirmed that similarity, matching and familiarity of endorser's are the major factors for increasing purchase intention in Kathmandu City. No support was established for expertise and trustworthiness to enhance purchase intention. This study contributes in marketing research that how celebrity influences purchase intention towards endorsed products or services.

Research paper thumbnail of Factors Affecting Vehicle Purchase in Major Cities

The EFFORTS, Journal of Education and Research, Mar 30, 2022

Nowadays, personal vehicles have become synonymous with the modern city market. The development a... more Nowadays, personal vehicles have become synonymous with the modern city market. The development and splendor of the city can also portray by the use of such vehicles. The purpose of this study was to analyze the factors affecting vehicle buying in major cities. This research used descriptive and causal research design. Primary data were collected. Survey research was administered and 2000 responses were collected. A PLS-SEM tool was used to test validity, reliability and path of advance modeling. This research confirmed expected features, price, dealer/showroom influence has significant influence on car buying. After sales service has no effect on car buying. Marketers should identify target group who showed interest on cars and marketing programs should be directed to them.

Research paper thumbnail of The Determinants of Consumers’ Attitude Towards Advertising

Canadian Social Science, Sep 7, 2010

The advertising industry is a lucrative business in Malaysia. However, government intervention in... more The advertising industry is a lucrative business in Malaysia. However, government intervention in the industry has to certain extent regulated the content of the advertisement messages. This in turn has impacted the formation of consumers' attitude towards advertising. As such, it is crucial to identify the determinants of their attitude. The aim of this research is to investigate the determinants of consumers' attitude towards advertising among tertiary students in a private higher education institution in Malaysia. A total of 263 undergraduate business students from a private university in Malaysia participated in this research. The outcome shows that credibility, informative, hedonic/ pleasure and good for economy positively relates to consumers' attitude towards advertising.

Research paper thumbnail of Factors of Brand Image and Television Purchase in Kathmandu City

The Batuk, Jul 31, 2019

This study attempted to measure factors of brand image and television purchase in Kathmandu City.... more This study attempted to measure factors of brand image and television purchase in Kathmandu City. Descriptive and causal research design was used. Primary cross-section data were collected. Structured questionnaires were administered and 200 data were obtained. Judgmental sample technique was applied. Structural Equation Modeling (SEM) tool was used to validate the model and testing causal relationships among exogenous and endogenous constructs. It was found consumer experience and after sales service were the important factors for creating brand image in the television markets. Brand image influenced television buying behavior. But celebrity endorsement and country of origin had no influence on building brand image.

Research paper thumbnail of Celebrity Endorsement and Purchase Intention: A Structural Equation Modeling Approach

Management Dynamics, 2019

This study tries to measure the impact of celebrity endorsement on purchase intention in Kathman... more This study tries to measure the impact of celebrity endorsement on purchase intention in Kathmandu City. Structured questionnaires were as administered to collect data. 200 samples were taken. Structure Equation Modeling was applied via EFA, CFA and SEM to refine the constructs, to validate the measurement model and to test hypotheses of structural model. This research confirmed that similarity, matching and familiarity of endorser’s are the major factors for increasing purchase intention in Kathmandu City. No support was established for expertise and trustworthiness to enhance purchase intention. This study contributes in marketing research that how celebrity influences purchase intention towards endorsed products or services.

Research paper thumbnail of Consumer Perception Towards Brand Extension

The Batuk, 2019

This study attempts to examine consumer evaluation of brand extension in the Nepalese brand conte... more This study attempts to examine consumer evaluation of brand extension in the Nepalese brand context. Major objective of the study was to how consumer perceives brand evaluation in Nepal. Two hundred convenient samples were taken in this study. Structured questionnaires were designed to collect data. Descriptive statistics and correlation analysis was used to summarize the data, to check the relation and to test the hypotheses. The research confirmed moderate correlation among brand extension with all the predictors like parent brand reputation, brand consistency, complementary features, substitutability features, transferability features, consumer innovativeness and consumer/user status.

Research paper thumbnail of Customer Impulse Buying Behavior in Kathmandu

Journal of Nepalese Business Studies, 2018

This study examines customer impulse buying behavior in Kathmandu for the retail sector. Departme... more This study examines customer impulse buying behavior in Kathmandu for the retail sector. Departmental store located in Kathmandu City were approached and collected data. Judgmental sampling technique was used and data were collected from 250 samples. Descriptive statistics and multiple regression analysis were used to summarize the nature of data and to test the hypotheses. The research confirmed that window display, in-store display and promotional signage had significanct influence on impulse buying of customers. No support was found for floor merchandising.

Research paper thumbnail of Impact of Brand Equity on Purchase Intention of Smart Phones

The Institute of Management and Economy Research, 2018

This study aimed to examine the effect of brand equity dimensions measuring the impact of brand e... more This study aimed to examine the effect of brand equity dimensions measuring the impact of brand equity on purchase intension of smart phones in Kathmandu. Descriptive and causal research design was used for the study. Structured questionnaires were administered for collecting data. Structured equation modeling was applied for validating the proposed model and measuring the influence of brand equity dimensions on purchase intentions of smart phones. Independent sample t-test and ANOVA was used to test the effect of moderating variables on purchase intention. The research fount brand loyalty and brand awareness were the influential factors for purchase intention of smart phones. Females performed significantly more than males in purchase intention. Qualification had no significant differences on purchase intention of smart phones. The findings of this study add values to the literature and its applicability of brand equity, brand awareness and purchase intensions which helps to formulate polices and strategies.

Research paper thumbnail of Determinants of brand equity in digital satellite television services: evidence from Dish Home of Nepal

International Journal of Entrepreneurship and Innovation Management, 2016

This study aims to propose and evaluate a model to better understand customer-based brand equity ... more This study aims to propose and evaluate a model to better understand customer-based brand equity in the Dish Home Nepal. Dish Home of Nepal provides digital satellite television services direct to subscribers without use of any wire, cables or cable infrastructure throughout the region of coverage structured. Using questionnaires, a survey was conducted to 214 subscribers of Dish Home in order to collect the data and structure equation modelling was used to measure the effectiveness of brand equity drivers of Dish Home. The research found brand awareness and perceived quality had no effect on brand loyalty. Brand association has significant effect on brand loyalty. Dish Home Company should focus on brand loyalty programs to increase and retain brand loyal customers.

Research paper thumbnail of Brand Loyalty of Baby Diaper Products

Management Dynamics, 2018

This study tries to measure the factors influencing brand loyalty of baby diapers in Kathmandu Ci... more This study tries to measure the factors influencing brand loyalty of baby diapers in Kathmandu City. Primary cross section data were collected using structured questionnaires. 200 working mothers were chosen as sample of the study. Reliability analysis, descriptive statistics and regression analysis was done to filter the questions, to summarize the data and to test the hypotheses. This research confirmed convenience, product quality, design, brand experience and brand image factors are important factors for brand loyalty of baby diaper products. Price has no support for brand loyalty.

Research paper thumbnail of Customer Response towards Smart Phones Purchase: Verification from Structural Equation Modeling

Tribhuvan University Journal, 2017

This research attempts to examine the customer response towards smart phone purchase in the Nepa... more This research attempts to examine the customer response towards smart phone purchase in the Nepalese context. The aim of the study was to measure the important factors that affect to consumer purchase intention, brand extension attitude and pay premium price. Descriptive and causal research design was applied in this research. Structured questionnaires were administered for validating the measurement model and testing the structural model for customer response dimensions. It was found brand name, marketing activities, and subjective norms are the most influential factors for customer response of smart phones for purchase intention, brand extension attitude and premium price.

Research paper thumbnail of Consumer Purchase Intention towards Organic Foods

Management Dynamics

This research tries to measure consumer purchase intention toward organic foods. The descriptive ... more This research tries to measure consumer purchase intention toward organic foods. The descriptive and causal research design was used. Primary cross-section data were collected by administering structured questionnaires. Two-hundred responses were collected. The convenience sampling method was used. The PLS-SEM tool was used to test the psychometric and econometric dimensions of the proposed model. This research confirmed that environmental concern, trust, and availability were the important predictor for motivating organic food purchase intention. Health concern and awareness were not supported for organic food purchase intention. Marketers have to make their organic food easily available in the markets with a view of health and environmental consciousness to generate trust.

Research paper thumbnail of Impact of Social Media Promotion on Customer Purchase Intention of Commercial Banks Services

The Batuk

Banking sector these days are providing many products/services to the customers in a competitive... more Banking sector these days are providing many products/services to the customers in a competitive way. Using social media promotion is a strong tool to reach the prospective and regular customers in the cost effective and time efficient way. So, in this way this research attempts to measure the impact of social media promotion on customer purchase intention of commercial banks services. Descriptive and causal research design was used. Convenience sampling method was used to collect sample. Primary cross- section data were collected. Two hundred samples were approached and data were collected from them. Partial Least Square Structure Equation Modeling (PLS-SEM) was used to measure the research model. The research confirmed customer awareness, customer engagement, product/service perception and trust has significant impact on customer purchase intention of banks services. Banks management should focus on the importance of social media to enhance these factors.

Research paper thumbnail of Impact of Social Media Promotion on Customer Purchase Intention of Commercial Banks Services

Banking sector these days are providing many products/services to the customers in a competitive ... more Banking sector these days are providing many products/services to the customers in a competitive way. Using social media promotion is a strong tool to reach the prospective and regular customers in the cost effective and time efficient way. So, in this way this research attempts to measure the impact of social media promotion on customer purchase intention of commercial banks services. Descriptive and causal research design was used. Convenience sampling method was used to collect sample. Primary crosssection data were collected. Two hundred samples were approached and data were collected from them. Partial Least Square Structure Equation Modeling (PLS-SEM) was used to measure the research model. The research confirmed customer awareness, customer engagement, product/service perception and trust has significant impact on customer purchase intention of banks services. Banks management should focus on the importance of social media to enhance these factors.

Research paper thumbnail of Impact of Knowledge Management on Employee Satisfaction in Nepalese Banking Sector

Research paper thumbnail of Impact of Relationship Marketing on Customer Retention in Higher Education

Sajeeb Kumar Shrestha* https://orcid.org/0000-0002-5227-771X Abstract This research attempts to m... more Sajeeb Kumar Shrestha* https://orcid.org/0000-0002-5227-771X Abstract This research attempts to measure the impact of relationship marketing on customer retention in higher education. Exploratory cum descriptive and causal research design was used. Sources of data are students, parents, and faculties of different colleges. A convenient sampling method was used for sample selection. Structured questionnaires were used for collecting responses. Primary cross-section data were collected. PLS-SEM was used for testing the psychometric and econometric properties of the model. This research confirmed that relationship marketing, customer orientation, customer satisfaction, and customer retention are possible in the academic sector. Policymakers and academic experts should focus on relationship marketing factors and customer orientation to enhance customer satisfaction and customer retention.