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

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  • Meenakshi Sharma
  • Prakash Tiwari
  • D.S. Chaubey

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.

Suggested Citation

  • Meenakshi Sharma & Prakash Tiwari & D.S. Chaubey, 2016. "Summarizing Factors of Customer Experience and Building a Structural Model Using Total Interpretive Structural Modelling Technology," Global Business Review, International Management Institute, vol. 17(3), pages 730-741, June.
    • Handle: RePEc:sae:globus:v:17:y:2016:i:3:p:730-741
    DOI: 10.1177/0972150916630825
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    References listed on IDEAS

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    1. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    2. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
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    Cited by:

    1. Sushil, 2018. "How to check correctness of total interpretive structural models?," Annals of Operations Research, Springer, vol. 270(1), pages 473-487, November.
    2. Paul Handro, 2018. "The Role Of Customer Experience In Retail Banking And The Rise Of Fintechs," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 1, pages 175-185, February.

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