NCC Journal <p>A multidisciplinary journal published by the Master of Business Management (MBM) Program, Nepal Commerce Campus, Tribhuvan University, New Baneshwor, Nepal.</p> en-US <p>© Nepal Commerce Campus, Tribhuvan University</p><p>NCC Journal is a registered journal of NCC, MBM Program. No part of this publication may be reproduced or transmitted in any form by any means, electronic or mechanical without permission.</p> (Editorial Board, NCCJ) (Sioux Cumming) Mon, 18 Sep 2023 00:00:00 +0000 OJS 60 Brand loyalty among mobile users <p>The purpose of this study is to explore the factors that influence brand loyalty among young mobile phone users. The study establishes a conceptual framework and tests hypotheses with a sample of 315 respondents from mobile phone users of various brands to explore the factors influencing brand loyalty. A structured questionnaire is used to gather data, and a descriptive and causal-comparative research design is used to assess the impact of perceived brand quality, customer satisfaction, brand image, brand experience, and social media marketing on brand loyalty. The study reveals statistically significant positive correlations between the study variables and brand loyalty using both descriptive and inferential statistical techniques. Notably, perceived brand quality, customer satisfaction, brand image, brand experience, and social media marketing all have significant positive connections with brand loyalty, showing that improving these factors can lead to higher user loyalty. Regression analysis, on the other hand, shows that only perceived brand quality, customer satisfaction, and brand experience have a significant impact on brand loyalty. This result emphasizes the important roles of quality, customer satisfaction, and brand experience in developing long-term brand loyalty. These findings have implications for users, suppliers, and regulatory agencies, shaping strategies and approaches for developing long-term brand loyalty.</p> Mahima Ghimire, Dipendra Karki Copyright (c) 2022 Sat, 31 Dec 2022 00:00:00 +0000 Effect of training and motivations on employee performance of Tribhuvan University <p>The primary goal of the study is to determine how training and motivation affect the performance of T.U. workers in the Kathmandu Valley. The data is gathered using the self-structured questionnaires. The study's respondents are the 54 T.U. personnel who are located in the Kathmandu Valley. The primary data is gathered using a 5-point Likert scale. The reliability and validity of the gathered data are evaluated using the Cronbach alpha. The independent variable could be able to explain the dependent variable, according to alpha of 0.625. The features of the data are described using descriptive statistics. To investigate cause and effect, regression analysis is utilized. The study significantly improves the performance, training, and motivation of Tribhuvan University staff members who operate in the Kathmandu Valley.</p> Bashu Neupane, Puskar Baral Copyright (c) 2022 Sat, 31 Dec 2022 00:00:00 +0000 Employees' careerist orientation: Who is more careerist in the Nepalese context? <p>This article measured the status of employees' careerist orientation, which is characterized as a preference for seeking job progression via methods that are not performance-based. Significantly, this study was carried out to measure those who are more careerist oriented according to their demographic groups. Perception-based primary data were collected from the employees working in the Nepalese Banking Industry. Five hundred and forty-six respondents were surveyed and analyzed quantitatively with the help of SPSS. Data analysis revealed that employees working in the banking industry believe that career advancement is not possible through performance alone. Moreover, this study exposed several findings (a) employees with a bachelor's degree or below were more career-minded than those with a master's degree or above, (b) female employees were more careerist oriented than their male counterparts, and (c) permanent employees' careerist orientation was greater than temporary employees. Based on the results of this study, numbers the implications and directions for further research were highlighted.</p> Ganesh Bhattarai, Kapil Shah Copyright (c) 2022 Sat, 31 Dec 2022 00:00:00 +0000 Factors affecting customer satisfaction in fitness clubs: Study from Kathmandu Valley <p>This study examined the factors influencing consumer satisfaction in fitness clubs, focusing on affordability (price), location, advertising, and equipment quality. The objective was to provide fitness facility owners and managers with information to enhance their services and retain customers. Although equipment quality is essential, other factors may affect customer satisfaction. The regression analysis results indicate that affordability, location, and advertising significantly impact customer satisfaction, while equipment quality does not. These findings highlight the need for fitness clubs to prioritize accessibility, affordability, and effective advertising to increase consumer satisfaction. In a highly competitive industry, fitness clubs can optimize customer experiences and enhance overall business performance by understanding these factors.</p> Ajaya Kumar Khadka, Srijana Khadka Copyright (c) 2022 Sat, 31 Dec 2022 00:00:00 +0000 Human resource management practices in Nepalese organizations: Some observations <p>HRM practices aim to increase employee effectiveness in an organization. They care about the organization's people resources and work to grow and maintain their top-notch initiatives in a challenging and constantly shifting environment. That is why organizations need to concentrate on effective HRM practices. With this regard, this paper aims to explore some observations of HRM practices in Nepalese organizations using desk research, specific real-world examples, and various studies. It considers corporate planning and objectives, human resource planning, recruitment, selection and placement, training and development, performance management, pay and benefits, job design, and employee relations as the key HRM practices that are employed in the context of Nepal.</p> Prakash Shrestha Copyright (c) 2022 Sat, 31 Dec 2022 00:00:00 +0000 Influence of celebrity endorsement on the buying behavior of Nepal <p>The main objective of this research is to find out the influence of the celebrity endorsement on buying behavior of people in Nepal. A descriptive research design has been used for the analysis of available information. Four independent variables (Attractiveness, Celebrity, Expertise, and Trust Worthiness) and a dependent variable ‘Buying behavior’ are considered in this study. Structured questionnaires were distributed to the respondent for the collection of information. Responses from the 205 respondents have been used for the analysis. Questionnaires were distributed using the convenience sampling technique. Inferential statistics have been applied to interpret and analyze the data. Data are explained and analyzed using Excel and SPSS software. The result found that celebrity endorsement affects the buying behavior of people. The marketplace must carefully assess the celebrities to ensure that the target clients have a favorable perception of them.</p> Jitendra Prasad Upadhyay, Ballav Niroula Copyright (c) 2022 Sat, 31 Dec 2022 00:00:00 +0000 Modified exponentiated inverted exponential distribution with applications to life time dataset <p>In this article, we have introduced a new probability distribution called Modified Exponentiated Inverted Exponential (MEIE) Distribution. The introduced model is right tailed increasing- decreasing hazard rate function. We have discussed some statistical properties like probability density function, cumulative distribution function, survival function and hazard rate function etc. Model parameters are estimated via Maximum Likelihood, Least Squares, and Cramer-Von Mises estimation techniques. To check the applicability a real data set is taken and the model validation is checked using different information criteria as well as using some graphical techniques. For model comparison we have considered some published probability model.</p> Arun Kumar Chaudhary, Lal Babu Sah Telee Copyright (c) 2022 Sat, 31 Dec 2022 00:00:00 +0000 The influence of COVID- 19 on buying behavior of consumers in Kathmandu city <p>The main goal of this research was to analyze the impact of COVID-19 on buying behaviors of consumers during lockdowns in Kathmandu city. Fear of health, fear of economy, and fear of scarcity were taken as independent variables to measure the buying behaviors of consumers. The study used positivist epistemology with predetermined hypotheses and a deductive approach with a single ontological foundation. The study used a quantitative method. To obtain the primary data, and questionnaire based on a seven-point Likert scale was utilized. The population for this study was comprised of customers of consumer goods in and a sample size of 395 was used. In this study, a convenient sampling technique and a causal-comparative research design were used. Path analysis through Structural Equation Modeling was utilized to determine the effect of influencing variables on buying behaviors of consumers. The regression path analysis result found that fear of the economy and fear of scarcity had a substantial effect on consumer buying behavior. In contrast, the fear of health had not significantly affected consumer buying behavior. The results provide future scholars and business people with a road map to view the emerging context of market development.</p> Bharat Rai, Dila Ram Bhandari Copyright (c) 2022 Sat, 31 Dec 2022 00:00:00 +0000