Customer Experience Scale – CE Scale
Measures multidimensional customer experience in banking contexts across sensory, affective, cognitive, behavioral, and social dimensions.
Scale Development & Technical Details
Scale Overview
The Customer Experience Scale – CE Scale was developed by Nidhi Verma, Mandeep Kaur (2023). It is designed to measure Customer Experience. The scale is intended for use with Bank customers (adults).
Scale Structure
This instrument consists of 23 items organized into 6 factors/subscales: Affective Negative, Cognitive, Affective Positive, Social, Behavioral, Sensory.
| Factor / Subscale | Items | N |
|---|---|---|
| Affective Negative | 1,2,3,4 | 4 |
| Cognitive | 5,6,7,8 | 4 |
| Affective Positive | 9,10,11 | 3 |
| Social | 12,13,14,15 | 4 |
| Behavioral | 16,17,18,19 | 4 |
| Sensory | 20,21,22,23 | 4 |
Response Format
Respondents rate each item using a 7-point Likert scale (1 = Strongly Disagree to 7 = Strongly Agree).
The scale includes 1 reverse-scored items to reduce acquiescence bias.
Scoring
Items are scored by subscale, with each subscale sum representing a distinct dimension.
Total scores range from 23 to 161. Interpretation guidelines:
- Low Customer Experience: 23 – 69
- Moderate Customer Experience: 70 – 115
- High Customer Experience: 116 – 161
Psychometric Properties
Internal Consistency: The scale has demonstrated good to excellent internal consistency with reported Cronbach’s alpha values of Cronbach's alpha > 0.70.
Administration
The scale is self-administered and typically takes approximately 5 minutes to complete. It can be administered individually or in group settings. No special training is required for administration.