Service Promotion and its Impact on Building Customer Value: A Case Study of the Mobile Banking Service of the Nepal Investment Bank Ltd. in the Kathmandu Valley

Case Study from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: Ass. Professor, course: Management and IT, language: English, abstract: 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.