Communication Strategies as a Catalyst for Trust Building During Banking Mergers: Lessons from Nepalese Bank

Abstract

This study investigates the key determinants of customer satisfaction in the post-merger context of NIC Asia Bank and Kumari Bank, with a focus on technological innovation, employee competence, and communication strategies. Drawing on theoretical frameworks such as Expectancy Disconfirmation Theory and Post-Merger Integration Theory, the study integrates cultural integration as a moderating variable. Using a stratified random sampling method, data were collected from 500 respondents representing diverse customer segments. Quantitative analyses, including descriptive statistics, correlation, and regression models, reveal that employee competence (β = 0.50) is the most significant driver of satisfaction, followed by communication strategies (β = 0.40) and technological innovation (β = 0.35). Cultural integration (β = 0.20) amplifies these relationships, enhancing the customer experience during organizational transitions. Findings highlight significant urban-rural disparities, with urban customers favoring digital banking and rural customers relying on traditional services. Accessibility challenges were particularly pronounced in rural areas. This study provides actionable recommendations for banks navigating mergers, emphasizing the need for improved digital infrastructure, tailored communication, workforce training, and cultural alignment to ensure sustained customer satisfaction and loyalty. These insights contribute to academic discourse and offer practical strategies for the financial sector.