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

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  • Prashant Chauhan
  • Samar Sarabhai

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.

Suggested Citation

  • Prashant Chauhan & Samar Sarabhai, 2019. "Customer experience quality in omni-channel banking: identifying the factors affecting customer experience in the Indian context," International Journal of Management Concepts and Philosophy, Inderscience Enterprises Ltd, vol. 12(2), pages 222-238.
  • Handle: RePEc:ids:ijmcph:v:12:y:2019:i:2:p:222-238
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