Nepalese Commercial Banks Research Articles

Organizational Stress and Employee Productivity in Nepalese Commercial Banks: The Mediating Role of Employee Welfare

Workplace stress refers to the physical and emotional strain caused by work-related pressures, which can negatively impact employee well-being and productivity. Employee welfare initiatives help to manage workplace stress by providing support systems and resources that promote well-being of the employees and leads to increase employee productivity and job satisfaction. This study aims to investigate how employee welfare impacts the relationship between organizational stress and employee productivity in Nepalese commercial banks. To accomplish this objective, data were collected from 312 respondents using a structured questionnaire, which was distributed via a convenience sampling method. The participants consisted of employees at managerial, officer and assistant level employees from various commercial banks. Data analysis was conducted using Process Macro 4, applying a 95% confidence interval and 5,000 bootstrapping samples. The findings reveal that employee welfare serves as a fully mediator in the relationship between organizational stress and employee productivity. This study demonstrates that organizations that are investing in employee welfare programs foster a healthier and more supportive work environment, contribute to reducing organizational stress, leading to improved performance and workplace morale. JEL Classification: J81, J24, J28 Int. J. Soc. Sc. Manage. Vol. 11, Issue-4: 119-125.

A comparative study on the impact of service quality on customer satisfaction: Survey of joint venture and government banks in Nepal

This study explores the relationship between customer satisfaction and service quality, of the inquiry is the evaluation of client satisfaction regarding the caliber of service rendered by Nepalese commercial banks. The study attempts to determine the effect of focusing on how important it is for service quality to influence customer contentment. The primary focus service quality on customer satisfaction within the Nepalese banking industry is by using descriptive and causal comparative research techniques. A total of 383 samples were taken from six joint venture banks and three public (or Government ownership) banks in Nepal. Using primary data obtained from a survey with a five-point Likert scale, correlation and regression analysis are used in the study to examine the impact of several service quality parameters on customer satisfaction. The results show that, in the Nepalese banking industry, responsiveness, reliability, assurance, and empathy have a positive and significant association with customer satisfaction. However, responsiveness does not significantly affect customer satisfaction.

Effect of Perceived Workplace Support on Employee Job Performance with the Moderating Role of Self-Efficacy in Nepalese Commercial Banks

Employee job performance is the important and studied variable in management because of poor performance. This study tries to identify the reason for employees' poor performance from self-efficacy and workplace environment perspectives. In this connection, the present research investigates the interactive role of self-efficacy on perceived workplace support and employee job performance relationships. The ontological assumption of this study was single. A descriptive, causal, and cross-sectional research design was used in this study. Two hundred twenty samples were used for data analysis. SPSS and PROCESS macro software were used to test the hypotheses. The findings indicate that the effect of organizational and technology support on employee job performance is moderated by self-efficacy. On the other hand, the result suggests that the effect of supervisor and peer support on employee job performance is not interacted by self-efficacy. This study has provided the important factors for employee job performance that might help commercial bank to develop the policies and strategies concerning supervisor support, peer support, organizational support for achieving better outcome from the employees and supporting the employees to enhance their self-efficacy.

Impact of Workforce Diversity on Organizational Effectiveness: Evidence from Nepalese Commercial Banks

Purpose: The primary purpose of this study is to examine the relationship between workforce diversity and overall effectiveness of Nepalese commercial banks, focusing on how diverse employee backgrounds contribute to organizational performance and operational success.Method: The descriptive and casual comparative research designs were used. The data were collected from 210 managerial level employeesof Nepalese commercial banks through structured questionnaires. The study applied purposive sampling technique to collect the data. Both descriptive and inferential statistical tools were used for data analysis. Data analysis was performed using Smart PLS 4.Results: The study reveals that ethnic diversity does not significantly influence organizational effectiveness. Conversely, gender and age diversity are significant predictors of organizational effectiveness. These results underscore the relevance of gender and age diversity in enhancing organizational performance in the Nepalese commercial banks.Conclusion: The research highlights the importance of fostering gender-balanced and age-diverse workforces for improving organizational effectiveness. By focusing on gender and age diversity, banks can better harness diverse perspectives and experiences, leading to improved outcomes. These findings suggest that workforce diversity is a major organizational strategy to enhance organizational effectiveness by fostering innovation, improving decision-making, increasing employee satisfaction, and enhancing customer services.

Risk and Return Analysis of Stocks of Nepalese Commercial Banks

This research article analyzes the impact of risk and return of Nepalese commercial bank stocks on portfolio returns to assist investors in making informed investment decisions. It aims to examine the effects of individual bank stock returns, risks, market return, and market risk (beta) on overall portfolio performance. The study utilizes a quantitative approach, employing descriptive statistics, comparative (trend) analysis, correlation analysis, and hypothesis testing. Secondary data was collected from 18 commercial banks in Nepal, including post-merger banks, covering the fiscal years from 2015/16 to 2021/22. Statistical tools such as SPSS and EViews were used for analysis. The findings indicate that investors seeking higher returns might consider Prabhu Bank, which offers high mean returns but also comes with higher volatility. In contrast, risk-averse investors may prefer banks like NMB and Nabil, which provide lower mean returns but more stable performance. Notably, this research contributes to the understanding of the risk-return relationship in the context of 18 Nepalese commercial banks post-merger, providing new insights for investors. This study highlights the importance of analyzing individual bank stocks and their associated risks for portfolio construction. By understanding the dynamics of risk and return, investors can optimize their investment strategies and enhance portfolio performance. Overall, this research fills a gap in existing literature by focusing on the Nepalese commercial banking sector and its implications for investor decision-making. The insights gained from this study can guide investors in navigating the complexities of the stock market, ultimately leading to more informed and strategic investment choices. Future research could expand on this work by exploring additional factors influencing stock performance and investor behavior in the Nepalese context.

Service Quality and Customer Loyalty in Nepalese Commercial Banks: A Mediating Role of Customer Trust

Service Quality and Customer Loyalty in Nepalese Commercial Banks: A Mediating Role of Customer Trust

Factors affecting employee retention: An empirical study in Nepalese commercial banks

This paper aims to identify the factors affecting employee retention in Nepalese financial institutions, especially commercial banks. Through a questionnaire, the primary data were collected from 400 respondents. The study is based on a dichotomous and 5-point Likert scale questionnaire. The collected data were analyzed using SPSS and structural equation modeling (SEM). SEM smart PLS-4 is used to examine the association between the dependent and independent variables. The results indicate that company image/goodwill, employee benefits, job satisfaction, organizational performance, recruitment and selection, and work environment and culture have a relatively significant relationship with employee retention. Among them, organizational performance was found to be highly significant among all other variables. However, labor unions, leadership support, performance appraisal, training and development, and work-life balance did not have an association with employee retention. The study helps HR managers to formulate appropriate policies and guidelines to retain employees in Nepalese commercial banks. Likewise, it provides a valuable empirical contribution by analyzing which factors affect employee retention in commercial banks in Nepal using a direct SEM model. It also shows which factors play a major role in employee retention.

Impact of Ergonomics Practices on Commercial Banks’ Employee Performance in Nepal: Evidence from Structural Equation Modeling

Background: Organizations today face multiple challenges to maintain the health and performance of employees. Ergonomics is a strategy to reduce occupational disease rates and improving general working conditions for employees in order to improve productivity. Despite the importance of ergonomics in workplace, research in this field is needed to be explored more. It is well practice in world but still new concept in Nepal. Objective: The objective of the study is to investigate “Impact of Ergonomics Practices on Commercial Banks’ Employee Performance in Kathmandu Valley”. Method: The Exploratory research design was adopted for the study with the foundation of Theory of Ergonomics. The population of this study consists of commercial banks’ employee in Kathmandu valley. Under the probability sampling technique, simple random sampling using structured questionnaire 203 responses are collected with the help of KOBO toolbox. SEM is used to analyse the impact of ergonomics practice in commercial Banks of Nepal. The data was statistically examined using descriptive and inferential analysis utilizing the structured questionnaire approach and the KOBO toolbox. Result: This study finds that ergonomics practice in Nepalese commercial bank as at infant stage. Physical ergonomics factor such as, work design area, thermal comfort, furniture, work hours, lighting has significant effect on employee performance respectively. Physical exhaustion, mental stress, back pain are most frequent problems faced by bankers. Mitigation over this problem by designing employee compatible workplace and adopting ergonomics intervention reduce mental stress, physical exhaustion, back pain and fatigue and motivates the employee and increase their performance. Conclusion: Ergonomics adoption on workplace to enhance the productivity level by reducing health related problem and building employee friendly work environment is milestone to enhance employee performance. Based on the finding and conclusion, the study recommends that work area design, thermal comfort, space, lighting should be considered while designing employee compatible workplace to enhance employee performance in Nepalese Commercial banks’ employee. Paper Types: Research Paper Keywords: Ergonomics, Employee Performance, Employee productivity, Employer health issue, Banks. JEL Classification: C13, C83, I12, J28, J81

Service Quality Variables and Customer Satisfaction at A Nepalese Commercial Bank

Customer satisfaction is a critical component of banking strategy, which reflects customer sentiment towards an organization's offerings, emphasizing emotional attachment over mere satisfaction. This research investigates customer satisfaction in commercial banks of Kathmandu Valley in Nepal. The study conducted a descriptive cross-sectional study using a quantitative research design, explicitly targeting 380 general customers of commercial banks in Kathmandu Valley through convenience sampling. Participants received a semi-structured questionnaire via email in Google Forms, encompassing inquiries on demographics, banking habits, and customer satisfaction. Data analysis was performed using SPSS version 20, and a p-value below 0.05 was considered statistically significant. The investigation found that the study population appears to be young, as 46.6% of the participants are in the 18–30 age range and predominantly male (56.6%). Most respondents (88.4%) hold accounts with private banks. Among those experiencing ATM service-related problems, 45.5% encountered them most frequently. Despite this, overall customer satisfaction remains high. Customers are notably content with the bank's reliability, including timely service and accurate record-keeping. Conversely, dissatisfaction mainly stems from communication issues, particularly regarding timely interest rates and service updates. Customer satisfaction is significantly influenced by service quality factors such as reliability, responsiveness, empathy, assurance, and communication. These findings highlight the necessity of addressing service challenges to enhance customer satisfaction and service quality within Nepal's banking sector.

Credit Risk Management and Profitability of Nepalese Commercial Banks

Banks are an essential component in the economy in the process of creating economic growth in both developed and developing countries. In order to contribute to its commitment to promote growth, banks should be able to lock in on the stability of their financial performance. This study has examined the relationship of credit risk management on performance of Nepalese commercial banks. The descriptive, Correlational research design and review have been adopted for the study. The pooled data of ten commercial banks out of total population of twenty commercial banks operating up to January 2024 has been analyzed. The findings indicate that specific financial indicators, such as credit to deposit ratio, non-performing loan, and interest spread rate, play crucial roles in influencing ROA and ROE. Major issue on non-performing loan and impairment cost were highlighted. Identified that gross domestic product growth rate has an insignificant positive impact on profitability of commercial banks in Nepal. These insights contribute to a deeper understanding of the dynamics within the banking sector, offering valuable implications for stakeholders and policymakers.

Development and Validation of Human Resource System Model Using Exploratory and Confirmatory Factor Analysis

This study aims to empirically develop and validate a human resource (HR) system model via exploratory and confirmatory factor analysis (EFA and CFA). The framework proposed, and findings expect to add to an understanding of the procedures that can be embraced for designing the HR system on the basis of the bundling of different strategic HR practices. The data were collected through a structured questionnaire. The sample frame for this study consisted of officer-level employees from 11 Nepalese commercial banks. The final research sample consisted of 248 respondents. This study proposes an answer to how the HR system model can be developed and tested. It validated the extraction of 8 HR practices (dimensions) from 38 items, which were further validated as first-order constructs with 33 items, and the second-order HR system model with 30 items. The tested HR system model provides a comprehensive and holistic picture of the HR system and could be applied to Nepalese organizations. The methods and procedures adopted by this study to develop and validate the HR system model are expected to help Nepalese HR managers and practitioners design their HR policies and practices toward enhanced organizational performance (OP). The findings of this study are significant in the Nepalese context, where human resource management (HRM) still needs to be taken as a system approach on the basis of a multidimensional concept.

Human Resource Management in Nepalese Commercial Banks

This study examines the importance of human resource management in Nepalese commercial banks. Employee productivity is selected as the dependent variable. The independent variables are recruitment and selection, employee participation in decision making, performance appraisal, training and development, salary/compensation and promotion. The primary source of data is used to assess the opinions of the respondents regarding recruitment and selection, employee participation in decision making, performance appraisal, training and development, salary/compensation and promotion in Nepalese commercial banks. The study is based on primary data with 121 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression models are estimated to test the significance and importance of different factors associated with human resource management in Nepalese commercial banks. The study showed that recruitment and selection have a positive impact on employee productivity in context of Nepalese commercial banks. It indicates that better and unbiased recruitment process leads to increase in employee productivity. Similarly, employee participation in decision making has a positive impact on employee productivity. It implies that the employee participation in decision making leads to increase in employee productivity. Similarly, performance appraisal has a positive impact on employee productivity. It means that better the appraisal of performance of employee, higher would be the employee productivity. The study also showed that training and development has a positive impact on individual’s choice. It indicates that proper trainings and development programs helps in stimulating the employee productivity. Likewise, salary/compensation has a positive impact on employee productivity. It indicates that good salary motivates employees to be more productive. Furthermore, promotion has a positive impact on employee productivity. It indicates that promotion plays an important role in stimulating the productivity of an employee.

Effect of flexible work environment on employee job satisfaction of Nepalese commercial banks

This study examines the effect of flexible work environment on employee job satisfaction in Nepalese commercial banks. Employee satisfaction is the dependent variable. The selected independent variables are flexible work environment, telecommuting, work shifting, organizational culture, employee training and job sharing. The primary source of data is used to assess the opinions of the respondents regarding different factors affecting employee job satisfaction in Nepalese commercial banks. The study is based on primary data with 121 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression models are estimated to test the significance and importance of flexible work environment, telecommuting, work shifting, organizational culture, employee training and job sharing on employee job satisfaction in Nepalese commercial banks. The study showed that flexible work environment has a positive impact on employee job satisfaction. It implies that providing flexible work environment leads to employee job satisfactions. Likewise, telecommuting has a positive impact on employee job satisfaction. This means that facility of telecommuting leads to the employee job satisfaction. Similarly, work shifting has a positive impact on employee job satisfaction. It indicates that the work shifting provided by Nepalese commercial banks leads to increase in employee job satisfaction. Moreover, organizational culture has a positive impact on employee job satisfaction. It implies that proper and supportive organizational culture leads to increase in employee job satisfaction. Likewise, employee training has a positive impact on employee job satisfaction indicating that training and developments provided by the banks to their employees leads to increase in employee job satisfaction. However, job sharing has a negative impact on employee satisfaction. It indicates that practices of job sharing in the organization leads to decrease employee job satisfaction.

Factors affecting customer satisfaction of mobile banking in Nepalese commercial banks

This study investigates the factors affecting customer satisfaction of mobile banking in Nepalese commercial banks. Customer satisfaction is selected as dependent variable. The independent variables are service quality, system availability, security, ease to use and website features. The primary source of data is used to assess the opinions of the respondents regarding mobile banking and level of customer satisfaction in Nepalese commercial banks. The study is based on primary data of 15 Nepalese commercial bank, leading to a total of 120 observations. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression models are estimated to test the significance and importance of service quality, system availability, security, ease to use and website features on customer satisfaction in the context of Nepalese commercial banks. The study showed that service quality has a positive impact on customer satisfaction. It indicates that better the quality of service, higher would be the customer satisfaction. Similarly, the result showed that system availability has a positive impact on customer satisfaction. It indicates that higher the availability of system, higher would be the customer satisfaction. Likewise, security has a positive impact on customer satisfaction. It indicates that higher the security, higher would be customer satisfaction. The result also showed that ease to use has a positive impact on customer satisfaction. It indicates that user friendly system leads to higher customer satisfaction. Similarly, website features has a positive impact on customer satisfaction. It indicates that better the website features, higher would be the customer satisfaction.

Corporate Governance and Pay-For-Performance: The Impact on Earnings Management in Nepalese Commercial Banks

This study examines the impact of corporate governance and pay for performance on earnings management in Nepalese commercial banks. Efficiency ratio and basic earning power are selected as the dependent variables. The selected independent variables are board size, tenure of CEO, age of CEO, size of firm, board meetings, compensation, independent directors and foreign ownership. The study is based on secondary data of 17 commercial banks with 102 observations for the study period from 2017/18 to 2022/23. The data were collected from Banking and Financial statistics published by Nepal Rastra bank and the annual reports of the selected commercial banks. The correlation coefficients and regression models are estimated to test the significance and importance of corporate governance and pay for performance on earnings management in Nepalese commercial banks. The study showed that board size has a negative impact on efficiency ratio and basic earning power. It indicates that increase in board size leads to decrease in efficiency ratio and basic earning power. Similarly, tenure of CEO has a negative impact on efficiency ratio and basic earning power. It indicates that increase in tenure of CEO leads to decrease in efficiency ratio and basic earning power. Likewise, age of CEO has a positive impact on efficiency ratio and basic earning power. It indicates that higher age of the CEO in the organization leads to increase in efficiency ratio and basic earning power. Further, size of firm has a positive impact on efficiency ratio and basic earning power. It indicates that larger the size of firm, higher would be the efficiency ratio and basic earning power. In addition, board meetings has a positive impact on efficiency ratio and basic earning power. It indicates that higher the number of board meetings, higher would be the efficiency ratio and basic earning power. Moreover, compensation has a positive impact on efficiency ratio and basic earning power. It indicates that better the compensation facilities, higher would be the efficiency ratio and basic earning power. Likewise, independent directors has a positive impact on efficiency ratio and basic earning power. It indicates that increase in independent directors in the board leads to increase in efficiency ratio and basic earning power. Further, foreign ownership has a positive impact on efficiency ratio and basic earning power. It indicates that higher the proportion of foreign ownership, higher would be efficiency ratio and basic earning power.

Determinants of Corporate Social Responsibility in Nepalese Commercial Banks

The study attempts to examine the determinants of corporate social responsibility in Nepalese commercial banks. Corporate social responsibilities (CSR) is the dependent variable and the selected independent variables are return on assets (ROA), return on equity (ROE), bank age (BA), bank size (BS) and liquidity. The study is based on primary as well as secondary data. The primary data consists of questionnaires to 125 respondents from 18 commercial banks. The secondary data includes the observations from 18 commercial banks for the period of 2014/15 to 2020/21. The secondary data were collected from Banking and Financial Statistics published by Nepal Rastra Bank and the annual report of respective banks. The correlation coefficients and regression models are estimated to test the significance and importance of ROA, ROE, BA, BS and liquidity on determining CSR activities in Nepalese commercial banks. The result showed that ROA has a positive impact on CSR of Nepalese commercial banks. It indicates that increase in ROA of bank would leads to increase in CSR activites. Likewise, the results also showed that ROE has a positive impact on CSR. It means that higher the ROE, higher would be the CSR related activities. Similarly, the study also found that bank size is positively related to the bank CSR. This indicates that the larger the bank size, greater would be the CSR of such banks. Moreover, bank age also has a positive impact on CSR. It suggests that older banks are likely to perform greater CSR activities than newer banks. In addition, the study showed that liquidity has a negative impact on CSR. This means that higher the level of liquidity in the banks, lower would be the CSR activities of Nepalese commercial banks. The study revealed that the most dominant factor that determines the CSR is liquidity followed by ROE in the context of Nepalese commercial banks.

Cause and Management of Stress at Workplace: A Case of Nepalese Commercial Banks

This study examines the cause and management of stress at workplace in Nepalese commercial banks. Employee turnover intention is the dependable variable. The independent variables are work ambiguity, job insecurity, work overload, work life conflict, peer relationship and work environment. The primary source of data is used to assess the opinions of the respondents regarding the cause and management of stress at workplace in Nepalese commercial banks. The study is based on primary data of 122 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression models are estimated to test the significance and importance of different factors influencing employee turnover intention in Nepalese commercial banks. The study showed that work ambiguity has a positive impact on employee turnover intention. It indicates that higher the work ambiguity, higher would be the employee turnover intention. Similarly, work life conflict a positive impact on employee turnover intention indicating that increase in work life conflicts leads to increase in employee turnover intention. Likewise, job insecurity has a positive impact on employee turnover intention. This implies that higher the job insecurity, higher would be the employee turnover intention. Similarly, work overload has a positive impact on employee turnover intention. This revels that increase in work overload leads to increase in employee turnover intention. However, peer relationship has a negative impact on employee turnover intention indicating that healthy relationship among the colleagues leads to decrease in employee turnover intention. Moreover, working environment has a negative impact on employee turnover intention indicating that supportive working environment leads to decrease in employee turnover intention.

Consequences of Outsourcing Strategies on Employee Quality of Work Life, Attitudes and Performance in Nepalese Commercial Banks

This study examines the consequences of outsourcing strategies on employee quality of work life, attitudes and performance in Nepalese commercial banks. The dependent variable is organizational performance. The selected independent variables are employee satisfaction, employee commitment, cost-efficiency, quality control, training and development and leadership behaviour. The primary source of data is used to assess the opinions of the respondents regarding employee satisfaction, employee commitment, cost-efficiency, quality control, training and development and leadership behaviour. The study is based on primary data of commercial banks with 120 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The regression models are estimated to test the significance and importance of consequences of outsourcing strategies on employee quality of work life, attitudes and performance in Nepalese commercial banks. The result shows that employee satisfaction is positively correlated to organizational performance. It indicates that higher the employee satisfaction, higher would be the organizational performance. Likewise, the result shows that employee commitment is positively correlated with organizational performance. It indicates that higher the employee commitment, higher would be the organizational performance. The result also reveals that cost-efficiency is positively correlated with organizational performance. It indicates that increase in cost-efficiency leads to increase in organizational performance. Similarly, training and development is positively correlated with organizational performance. It indicates that providing proper training and development to employees leads to increase in organizational performance. Likewise, quality control is positively correlated to organizational performance. It indicates that better the quality control of products, higher would be the organizational performance.

Emerging Challenges of HRM in 21st Century: A Case of Nepalese Commercial Banks

This study examines the emerging challenges of HRM in 21st century in Nepalese commercial banks. Effective HRM practices is the dependent variable. The independent variables are workforce environment, business ethics, work-life balance, conflict management and organizational culture. The primary source of data is used to assess the opinions of respondents regarding effective HRM practices in Nepalese commercial banks. The study is based on primary data with 121 respondents. To achieve the purpose of the study, structured questionnaire is prepared. The correlation and multiple regression models are estimated to test the significance and importance of effective HRM practices in Nepalese commercial banks. The study shows that workforce environment has a positive impact on effective HRM practices. It indicates that better workforce environment promotes effective HRM practices. Likewise, the study showed that business ethics has a positive impact on effective HRM practices. It means that good business ethics leads to the effective HRM practices. Similarly, work-life balance has a positive impact on effective HRM practices. It implies that proper work-life balance helps to promote effective HRM practices. Further, conflict management has a positive impact on effective HRM practices indicating that better conflict management process leads towards effective HRM practices. Moreover, organizational culture has a positive impact on effective HRM practices. It shows that better organizational culture leads towards the effective HRM practices in the context of Nepalese commercial banks.

Impact of Corporate Social Responsibility on Consumer Trust in Nepalese Commercial Banks

This study examines the impact of corporate social responsibility (CRS) on consumer trust in Nepalese commercial banks. Customer trust is the dependent variable. The selected independent variables are service quality, organization identification, employee commitment, organization attractiveness, and organization morality. The primary source of data is used to assess the opinions of the respondents regarding the perception of service quality, organization identification, employee commitment, organization attractiveness, and organization morality. The study is based on primary data of 20 commercial banks with 125 respondents. To achieve the purpose of the study, structured questionnaire is designed. The regression models are estimated to test the significance and importance of impact of corporate social responsibility on consumer trust in Nepalese commercial banks. The result showed that service quality has a positive impact on consumer trust. It implies that better the service quality, better would be the customer trust. Similarly, organization identification has a positive impact on customer trust. It indicates that specific organization identification leads to increase customer trust. Likewise, employee commitment has a positive impact on customer trust. It indicates that the influence of committed employee drives positive impact on customer trust. Further, organization attractiveness has a positive impact on customer trust. It indicates that organization attractiveness stimulates the positive customer trust. Moreover, the result also shows that organization morality has a positive impact on customer trust. It indicates that higher the organization morality, higher would be the customer trust.