Effect of Customer Experience in Business and Financial Performance of Banks

Providing excellent customer service to customers in all aspects will be a challenging task. Excellent customer service leads to customer experience creation, which will affect customer satisfaction and customer loyalty. Nowadays, researchers concentrate on the idea of customer experience in Indian banks, which has a significant customer base. The purpose of this article is to develop a conceptual framework between customer experience and business and financial performance. The customer experience index (CEI) is adapted for this study. The propositions are developed to understand the cause and effect relationship of customer experience in business and financial performance of the banks in India.