Measuring Customer Experience of Selected Indian Banks in India

Abstract

The main objective of the study to measure customer experience in selected
Indian banks. The digital experience is a valuable resource (especially for younger
generations). In the digital arena, banks are beginning to gain and lose consumers.
The customer experience includes the digital experience and Customers are more
inclined to choose to another bank if they can’t conduct business with the bank on
their terms. Delivering a digital experience that only meets the bare minimum but fails
to go above and beyond in terms of providing an outstanding customer experience
is a trap to avoid. The customer experience for banks has shifted to the digital realm
(at least on the consumer side). Banks differentiate themselves based on the level of
service they provide to their customers. Many consumers (particularly millennials) do
not recognize any distinctions between banks. All banks, in the perceptions of these
customers, provide the identical things. As a result, the customer experience is the
differentiator from the other. Hence current study is focus on examine the influences of
customer engrossment and identifies their impact on customer satisfaction towards
the banks and banking products.