Abstract
The main objective of the study is to examine the impact of adaptive selling and ethical orientation behavior on customer equity. The present study is descriptive and analytical research design in nature. The study based on questionnaire survey to collect primary data of super market within Kathmandu valley with 200 respondents using judgmental sampling technique. Correlation and regression have been adopted to analyze and interpret the collected data. The study has found that adaptive selling and ethical orientation behavior have positive relationship with customer equity. Moreover, Ethical oriented behavior has most impact on customer equity building in super market.
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