WHAT DETERMINES CUSTOMERS’ PERCEPTION OF BANKING COMMUNICATION? AN EMPIRICAL EVIDENCE FROM COMMERCIAL BANKS OF NEPAL

Abstract

This paper provides insight on how banking officials communicate with customers and how effective their techniques and tools are for development of banks. With the help of structured questionnaire technique, 373 customers having accounts in commercial banks in Nepal were interviewed in the month of April–September, 2019. Dummy based awareness index and Ordered Logit Regression Model were performed to understand customers’ perception on banking communication in Nepal. The Awareness Index shows that banking customers are moderately aware about banking communication while the Ordered Logit reveals that providing time to address customers’ problem and DEMAT facility were found to have significant relationship with banking communication awareness level. This study therefore indicates providing time to address customer’s problem and using DEMAT facilities experiences increases awareness in banking communication. This study contributes to the banking sector communication by transforming communication barriers for customers’ satisfaction.