Identifying and Ranking Factors of Customer Experience and Its Role in Shaping Customer Satisfaction

Abstract

This article adopts the customer experience framework to find out how customer experience shapes customer satisfaction in the retail hanking services. An empirical model using’ ISM technology is developed to identify’ and rank the factors o f customer experience and to find the relationships and interrelationships o f these factors which further shapes customer satisfaction. The results suggest that customer experience is driven hy fourteen factors: convenience, customer interaction, sen'icescape, employees attitude, online functional elements, presence o f other customers, online hedonic elements, customization, core sen'ice, value addition, speed, marketing mix, .service process and online aesthetics. In addition, the findings suggest that these factors directly or indirectly lead to customer satisfaction which further helps in building customer trust and customer loyalty. The article ends with a discussion o f the managerial implications and future research directions.