Journal Press India^®

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Disruptive technologies and changing business models compel banks to prioritize agility and customer-centricity to meet customer expectations. This research examines the link between customer experience (measured by peace of mind, outcome focus, moments of truth, and product experience) and customer loyalty in the Indian banking sector. Data from 400 customers of the Delhi region were analyzed using Structural Equation Modelling (SEM) through AMOS. All four dimensions of customer experience showed significant positive relations with customer loyalty. Further, the study also found that customer trust played a significant moderating effect on the relationship between different dimensions of customer experience and customer loyalty. The study enriches customer experience literature theoretically and provides practical implications for banks to enhance loyalty by fostering positive experiences and strong customer relationships.

Keywords

Customer experience; Customer trust; Customer loyalty; Banking industry; SEM

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