Beyond Customer Acquisition: Digital Marketing Effectiveness, Trust, Engagement, and Satisfaction in Nepalese Banking

Abstract

Purpose: This study examines the associations of digital marketing effectiveness with customer acquisition, trust, engagement, and satisfaction in Nepalgunj, Nepal. Design/methodology: The article synthesizes previously reported cross-sectional survey findings from 450 respondents (400 bank customers and 50 bank officials) linked to 15 commercial banks and 20 financial institutions. Descriptive statistics, correlations, regression coefficients, and group comparisons are reported from the source study; respondent-level data were not re-estimated. Findings: Social media had the strongest reported relationship with acquisition (r = .68; β = .42, p < .001; acquisition-model R² = .56). Perceived digital marketing effectiveness was associated with trust (r = .75; β = .45, p < .001) and engagement (r = .65; β = .40, p < .001), while engagement was associated with satisfaction (r = .70; β = .50, p < .001). Cybersecurity concerns (75%), infrastructure limitations (50%), and limited digital literacy (25%) were frequently reported barriers. Originality/value: The study brings acquisition and post-acquisition customer relationships into one interpretive framework in a regional Nepalese banking setting. Its cross-sectional, source-reported evidence supports associations, not causal pathways or statistically demonstrated mediation.