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.

Citation

Garg, R., Rahman, Z. and Qureshi, M.N. (2014), "Measuring customer experience in banks: scale development and validation", Journal of Modelling in Management, Vol. 9 No. 1, pp. 87-117. https://doi.org/10.1108/JM2-07-2012-0023