Customer Experience Scale

Abstract

The Customer Experience Scale (CE Scale), developed by Verma & Kaur in 2023, is designed to assess customer experience specifically among bank customers. This original inventory/questionnaire was created within a study investigating the relationship between customer experience dimensions, bank image, and trust in a multichannel banking context, and the potential mediating role of image in the relationship between customer experience dimensions and trust. The development process involved adapting proposed items from previous research and existing measures. Initial content validity was ensured through expert review and refinement of the survey questionnaire. Subsequently, pilot testing was conducted with multichannel banking respondents in Amritsar and Mohali to identify and eliminate problematic items, thereby improving the instrument. The resulting measure comprises 23 items across 6 dimensions and is available in both branch and electronic banking versions. Data was collected from a sample of banking customers, and the study reported on the factor structure, reliability, and validity of the scale.

Keywords

Electronic Banking, Branch Banking, Customer Experience, Affective Negative, Cognitive, Affective Positive, Social, Behavioral, Sensory, Banking, Consumer Attitudes, Consumer Behavior, Consumer Satisfaction, Perceptual Stimulation, Negative Emotions, Positive Emotions, Consumer Measures

Authors

Verma, Nidhi; Kaur, Mandeep

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Purpose

The primary purpose of the CE Scale is to assess customer experience among bank customers.

Validity

Content Validity: At the initial stage of development, the survey questionnaire was sent to field experts and refined accordingly to ensure its content validity.

Convergent and Discriminant Validity: Based on Confirmatory Factor Analysis (CFA) results, the Average Variance Extracted (AVE) values of all dimensions were above the threshold limit, supporting convergent validity. Additionally, Heterotrait-Monotrait Ratio (HTMT) values were below the prescribed limits of 0.90, as recommended by Dijkstra and Henseler (2015), supporting discriminant validity.

Reliability

Internal Consistency: The internal consistency of the CE Scale was assessed using Cronbach’s alpha, Rho_A, and Composite Reliability (CR) values. All these values were reported to be above 0.70 among the factors in both the branch and electronic banking versions of the scale, indicating good internal consistency.

Factor Analysis

Common Method Bias: Harmon’s single-factor test was applied by fixing the number of factors extracted to 1. The test results indicated that common method bias was not a significant concern, as the Total Variance Explained (TVE) for the branch and electronic banking versions was 31.278% and 32.056%, respectively (both less than 50%), as suggested by Podsakoff et al. (2003). This suggests that the constructs did not significantly account for common method biasness.

Exploratory Factor Analysis (EFA): EFA revealed a 5-factor solution for both the branch and electronic banking versions of the CE scale. These solutions explained 68.247% and 67.164% of the variance, respectively.

Instrument: CE Scale

Test Type: Original Inventory/Questionnaire

Format: Items are rated using a 7-point Likert scale.

Language Available: English

Population Group: Human; Male; Female

Age Group: Adulthood (18 years & older), including Young Adulthood (18-29 years), Thirties (30-39 years), and Middle Age (40-64 years).

Population Details: Respondents are banking customers located in India.

Test Methodology: The methodology involved Test Validity, Content Validity, Convergent Validity, Discriminant Validity, Test Reliability, Internal Consistency, Factor Analysis, Confirmatory Factor Analysis, and Exploratory Factor Analysis.

Keywords

Electronic Banking, Branch Banking, Customer Experience, Affective Negative, Cognitive, Affective Positive, Social, Behavioral, Sensory

Authors

Author ORCID Identifier:
Verma, Nidhi: http://orcid.org/0000-0003-3471-1081
No data is Available

Affiliation:
Verma, Nidhi: Guru Nanak Dev University, University School of Financial Studies
Kaur, Mandeep: Guru Nanak Dev University, University School of Financial Studies

Email Addresses:
Verma, Nidhi: [email protected]

Correspondence Address:
Verma, Nidhi: Guru Nanak Dev University, University School of Financial Studies, Amritsar, India, 143005, [email protected]

Permissions & Fee and Test Year

Permissions: Contact Publisher
Fee: No
Test Year: 2023
Commercial: No

References

Verma, N., & Kaur, M. (2023). Examining the relationship among customer experience, bank image, and trust: A multichannel banking perspective. Journal of Global Marketing, 36(2), 141–164. https://doi.org/10.1080/08911762.2023.2188508

Items of the CE Scale

Number of Items: Both versions of the CE scale include 23 items.

Factors and Subscales: The CE Scale comprises 6 dimensions (factors):

• Affective Negative

• Cognitive

• Affective Positive

• Social

• Behavioral

• Sensory

Test Items Availability: Yes, test items are available.
Test Location: 2023-59152-001, Table 3, Page 153; 2023-59152-001, Table 4, Page 153.

Factor 1: Affective Negative

• I feel angry.

• I get impatient.

• I feel disappointed.

• I get bored.

Factor 2: Cognitive

• I engage in a lot of thinking when I visit the Bank.

• My attention is captured while using the services.

• I am really focused while using the services.

• The Bank’s Branch encourages my curiosity and problem-solving ability.

Factor 3: Affective Positive

• I feel wonderful.

• I feel welcomed.

• I feel happy.

Factor 4: Social

• I identify myself with other customers of the Bank.

• I feel as a part of customers community of the Bank.

• I develop relationships (share/ ask/ receive the opinion or interact) with the Bank staff.

• I live a pleasant social experience while using Branch’s Banking services.

Factor 5: Behavioral

• I usually compare the Bank’s products and services.

• I take an active part in the management of my personal finances.

• I search for information about new products and services.

• I generally review my bank account.

Factor 6: Sensory

• The Branch allures/ attracts my senses.

• The Branch makes strong impression on my visual senses or other senses.

• The Bank’s Branch does not appeal to my senses.

• My senses are involved while using services.