Commercial Bank Readiness for Adoption of Marketing 4.0: Evidence From Nepal

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Author(s): Shreeya Kutu (Quest International College, Pokhara University, Nepal), Niranjan Devkota (National Planning Commission, Government of Nepal, Nepal), Sahadeb Upretee (Central Washington University, USA), Udaya Raj Paudel (Quest International College, Pokhara University, Nepal)and Krishna Dhakal (Quest International College, Pokhara University, Nepal)
Copyright: 2023
Pages: 20
Source title: Marketing and Advertising in the Online-to-Offline (O2O) World
Source Author(s)/Editor(s): Hesham Osama Dinana (American University in Cairo, Egypt)
DOI: 10.4018/978-1-6684-5844-0.ch012

Keywords: Business & Management / Business Science Reference / Marketing / Marketing and Consumer Behavior

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Abstract

This research aims to understand the status of commercial banks' readiness for adoption of Marketing 4.0. Exploratory research design was adopted to gain a better understanding of practical aspects of the issue of marketing 4.0. In-depth interview was conducted among 27 respondents of commercial banks in Nepal for detailed information to analyze status of Marketing 4.0. This study shows that commercial banks are aware regarding the concept of marketing 4.0. However, only Global IME Bank Limited and NMB Bank Limited have actually adopted the practice of Marketing 4.0. As the study shows the awareness regarding Marketing 4.0, it indicates that Marketing 4.0 has the potential to go from theory to practice and implementation in banking sector.

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Commercial Bank Readiness for Adoption of Marketing 4.0: Evidence From Nepal

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