Measurement and impact of customer experience in banking sector

Abstract

The purpose of the study is to measure customer experience and its impact on satisfaction, brand equity and word of mouth in banking sector. The study design is based on qualitative as well as quantitative research methods. About 300 questionnaires were distributed in Jammu City using area sampling. Of which, 180 (i.e. 60 %) questionnaires were found to be properly filled. Based on the study results, customers have given the highest priority to CAB (cognitive, affective and behavioural) factor followed by relational experience and sensory experience which have significant impact in creating customer experience. This paper also established robust relationship of customer experience with satisfaction, brand equity and word of mouth, but precautions need to be considered for generalisation as the overall model is found to be marginally fit. The study is conducted amidst a number of limitations and paves way for future research directions. Being primarily focused on Jammu customers’ perceptions towards banking services, its results need to be validated in different regions across India and globe and across different service sectors. Further, future efforts can also be focused on identifying delightful and terrible factors that affect customer experience from the employees’ view point. Furthermore, various supportive factors, such as access, choice and information, and contextual factors, such as past experience and risk, that impact customer experience are not examined in the study, which can pave way for significant future directions in the field. Furthermore, impact of customers’ favourable and unfavourable service experiences on value perceptions, switching propensity, and future behaviour and competitive can be studied in future.