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- Title
An Empirical Study of Customer Experience and its Relationship with Customer Satisfaction towards the Services of Banking Sector.
- Authors
Sharma, Meenakshi; Chaubey, D. S.
- Abstract
The customer experience has emerged as the single most important aspect in achieving success for companies across all industries Customer experience management (CEM or CXM) is a strategy that focuses the operations and processes of a business around the needs of the individual customer. Companies are focusing on the importance of the experience. In simple term Customer Experience Management' represents the discipline, methodology and/or process used to comprehensively manage a customer's cross-channel exposure, interaction and transaction with a company, product, brand or service. This paper attempts to summarize the results of literature review on customer experience on towards the services of a bank from various perspective. Factor analysis, mean, ANOVA and structural equation modeling was carried out to assess the relationship. Study indicates the strong relationship between customer experience with the overall feeling, trust and their satisfaction and in turn it is helpful in delighting the customer. Some of the suggestions has be drawn on the basis of the study.
- Subjects
CUSTOMER relations; CUSTOMER satisfaction; BANKING industry; INDUSTRIAL management; BUSINESS
- Publication
Journal of Marketing & Communication, 2014, Vol 9, Issue 3, p18
- ISSN
0973-2330
- Publication type
Article