– The paper aims to measure customer experience in Indian banks. This study examines the 14 factors of customer experience and identifies their impact on customer satisfaction.
– In this study, psychometric scale development procedure is followed comprising with the steps of item generation and selection, scale refinement and scale validation. A one-way ANOVA test is applied to identify the relationship between 14 experience factors and demographics of respondents.
– The findings of the study present a 41-item 14 factor reliable and valid customer experience scale among which “convenience” appears as the most significant among all the factors.
– This study concentrates on a sector-specific scale, whereas a generalized scale that can be applied in other service sectors should be developed. In comparison with previous studies, the results of the current study provide a more absolute coverage and understanding of various touch points used in measuring customer experience in banks.
– By this reliable and valid scale, bank managers can identify the current and expected experiences of the customers and can build up effective strategies for the utmost satisfaction of the customers.
– To the best of the authors' knowledge, this study represents the foremost studies for developing a validated tool to measure the experiences of banks' customers.
