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Measuring the Emotional Dimensions of Retail Banking Experience in Non-Metro Cities


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1 International Institute of Professional Studies, Devi Ahilya Vishwavidyalaya, Khandwa Road, Indore., India
     

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Customers' experience and evaluate the bank's services with respect to its corporate image, which is an expression of their emotions for the bank brand. The purpose of this research is to examine the emotional dimensions of retail banking experience. Survey methodology was used to collect data. Principal Component Factor Analysis technique was applied to ascertain the emotional dimensions as Customer Orientation, Product management, Employee Empowerment, Customer delight, Physical Facilities and Internet Banking. The results are tested for reliability and validity . Further , anova analysis is applied to measure the influence of age, gender and qualification on these emotional dimensions. The research contributes to the knowledge of customer experience by examining how the retail banking experience and its emotional dimensions are conceptualized and managed by practitioners.

Keywords

Retail Banking Experience, Emotional Dimensions, Customer Experience, Emotion, Customer Relations.
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  • Measuring the Emotional Dimensions of Retail Banking Experience in Non-Metro Cities

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Authors

Prerna Kumar
International Institute of Professional Studies, Devi Ahilya Vishwavidyalaya, Khandwa Road, Indore., India

Abstract


Customers' experience and evaluate the bank's services with respect to its corporate image, which is an expression of their emotions for the bank brand. The purpose of this research is to examine the emotional dimensions of retail banking experience. Survey methodology was used to collect data. Principal Component Factor Analysis technique was applied to ascertain the emotional dimensions as Customer Orientation, Product management, Employee Empowerment, Customer delight, Physical Facilities and Internet Banking. The results are tested for reliability and validity . Further , anova analysis is applied to measure the influence of age, gender and qualification on these emotional dimensions. The research contributes to the knowledge of customer experience by examining how the retail banking experience and its emotional dimensions are conceptualized and managed by practitioners.

Keywords


Retail Banking Experience, Emotional Dimensions, Customer Experience, Emotion, Customer Relations.

References