Title: Customer experience quality in omni-channel banking: identifying the factors affecting customer experience in the Indian context

Authors: Prashant Chauhan; Samar Sarabhai

Addresses: TAPMI School of Business, Manipal University Jaipur, India ' TAPMI School of Business, Manipal University Jaipur, India

Abstract: The article examines the perception of omni-channel customers towards customer experience quality in Indian banks. The paper tries to highlights the emergence of omni-channel banking and the factors affecting the customer's perception in terms of customer experience quality. As customer experience is a new construct and not much significant academic literature has studied it in context of omni-channel strategy, it still remains to be a major issue for studies. In this context, we have highlighted the factors affecting the customer's perception about customer experience in omni-channel banking; moreover, we have proposed a model for omni-channel customer experience in context of banking based on the findings to supplement the existing literature.

Keywords: customer experience; omni-channel; digital banking; moments of truth; customer journey.

DOI: 10.1504/IJMCP.2019.099323

International Journal of Management Concepts and Philosophy, 2019 Vol.12 No.2, pp.222 - 238

Received: 10 Jul 2018
Accepted: 21 Nov 2018
Published online: 26 Apr 2019 *

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