Identifying and ranking critical success factors of customer experience in banks

Ruchi Jain Garg · Zillur Rahman · M.N. Qureshi

73 citations0/0 files storedJournal of Modelling in Management

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Customer Service Quality and Loyalty Banking Sector Performance and Management Service and Product Innovation

Abstract

Purpose The purpose of this paper is to identify and evaluate the critical success factors which make the dimensions for measuring customer experience (CE) in banking organizations more effective and purposeful. These critical success factors have been prioritized in order to find out which is more important for the five threshold dimensions to achieve favourable CE. Design/methodology/approach The paper examines the critical success factors of CE which have been identified from the literature survey and through expert's opinion have finally confirmed in context of this study on banking organizations. Further, analytic hierarchy process (AHP) has been used in order to evaluate the identified 14 critical factors of CE and to find their priorities for success in banking organizations. Findings On the basis of the proposed hierarchical model, the findings suggest that the factors such as convenience, employees, online functional elements, and servicescape are critical for measuring CE in banking organizations. Research limitations/implications In the literature, it is assumed that the criteria for measuring CE are mutually exclusive. But it has been found that in the real world these criteria may sometimes depend on one other, particularly in banking organizations. Therefore, in order to resolve such issues it is advised that future research may apply analytic network process (ANP). Practical implications The findings suggest that the managers in banking organizations must ameliorate these critical factors according to their weights, in order to attain favourable CE, sustainable competitive advantage and customer delight. Originality/value Because of the subjective nature of CE, AHP serves as an empirical approach in prioritization of critical success factors of CE, which has been a major lacuna in available literature. The results presented in this paper are objective, reliable, and may be generalized for measuring CE in banking organizations.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 73 citations exist upstream.

References

1985The Analytic Hierarchy Process 1968FINANCIAL RATIOS, DISCRIMINANT ANALYSIS AND THE PREDICTION OF CORPORATE BANKRUPTCY 1992Servicescapes: The Impact of Physical Surroundings on Customers and Employees 1979Optimization by the Analytic Hierarchy Process 2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?2009Customer Experience Creation: Determinants, Dynamics and Management Strategies 2019Welcome to the experience economy 1994How to Make a Decision: The Analytic Hierarchy Process

Cited by

2018Predicting customer experience and discretionary behaviors of bank customers in India 2022A Decision-Support System to Analyse Customer Satisfaction Applied to a Tourism Transport Service 2021The Effect of Servicescape on Customer Engagement: The Mediating Role of Customer Experience 2025Urban Livability in a Rapidly Urbanizing Mid-Size City: Lessons for Planning in the Global South 2021Prioritization of influential factors for the pedestrian facility improvement in Indian cities

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.