Measuring customer experience in banks: scale development and validation

Abstract

Purpose – 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. Design/methodology/approach – 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. Findings – 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. Research limitations/implications – 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. Practical implications – 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. Originality/value – 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.

Model of Customer Experience and Purchase Intention in Online Environment

“…For example, prior research has given insights of customer experience in regards to online shopping preference on the basis of experience gained by online visitors (Gentile, Spiller, & Noci, 2007). Garg, Rahman, and Qureshi (2014), found that customers prefer only that website for shopping which provides them better experiences. Shaw and Ivens (2002), found that old customers are more profitable as compared to new ones and have a high tendency of purchasing products if they have good online experience.…”

Maturity of Processes in Smes: Validation of Scales When Implementing Project-Based Learning

“…It has also been found in the reviewed literature about the organizational analysis that some studies use scales to gather data, which can be used as a reference when organizational processes are studied. In most cases they do not include, for the sake of brevity, the questionnaires used in the research [e.g., Vera et al, (2017); Ríos-Vázquez et al, (2015); Landázuri-Aguilera et al, (2013); Ahmed et al, (2017); Aryee, et al, (2008)], the ones that do include the items do not have a maturity of processes approach [(Patyal et al, (2015); Garg, et al, (2014); Punniyamoorthy et al, (2013) ;Sirén, (2012); Tiku et al, (2010); Ojha et al, (2009); Badri et al, (2006); and Patti et. al, (2001)], and only a few of them have a systems approach [Patyal et al, (2015); Arellano-González et al, (2013) and Badri et al, (2006)] but do not report on the validity or reliability of the proposed scales.…”

Identifying and prioritizing the factors of service experience in banks: A Best-Worst method

“…Garg et al (2012Garg et al ( , 2014, for instance identified the success criteria and sub-criteria of bank service experience including the affective (customization, core service, online hedonic elements and value addition), sensorial (servicescape and online aesthetics), cognitive (convenience, marketing mix and online functional elements), behavioral (employees, speed, service process), and rational (customer interaction and presence of other customers) aspects. The cognitive factor was the most significant among all the main criteria and convenience factor is the most important among all the sub-criteria in service experience success (Garg et al, 2012(Garg et al, , 2014. Grace and O'cass (2004) also indicated that the core service, employee service, and servicescape make a very significant contribution to the service experience respectively (Grace & O'Cass, 2004).…”