Examining the attributes of customer experience and assessing the impact of customer experience on customer satisfaction: an empirical study of banking industry

Banking industry is one of the major infrastructural constituents in any country’s economy, therefore, it becomes imperative to focus on the experiences of its banking customers. Therefore, it becomes a need to analyse and measure the customer experiences in banking sector and a sense of urgency exist to build up some decision-making tools to meet customer experience related challenges. The present study acts as a pathway for researchers, practitioners and managers working in this arena. This research work confirms the importance of customer experience factors in analysing and measuring the experiences of the customers and moreover identifies their significant affect on Indian banking sector. The study involved a convenience sample of customers of the four different banks from the general public of Uttarakhand state. The appropriate statistical tools like factor analysis, t-test, ANOVA, correlation and regression are used on SPSS 18 to analyse the data. The findings of this research give direction to the academicians, practitioners and managers as to how to improve the current experiences of the customers and satisfy them in the long run. It is hoped that the present research study would help them solve many customer experience related issues by the use of effective and accurate decision-making process.