Summarizing Factors of Customer Experience and Building a Structural Model Using Total Interpretive Structural Modelling Technology

Abstract

This article adopts the customer experience framework to find out how customer experience shapes customer satisfaction in the retail banking services. An empirical model using Total Interpretive Structural Modelling (TISM) technology is developed to summarize the factors of customer experience and to find the relationships and interrelationships of these factors which further leads to customer satisfaction. The results suggest that customer experience is driven by 14 factors: convenience, customer interaction, servicescape, employee’s attitude, online functional elements, presence of other customers, online hedonic elements, customization, core service, 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 of the managerial implications and future research directions.