Customer Experience Scale – CE Scale
Measures customer experience across cognitive, affective, social, behavioral, and sensory dimensions in a banking context.
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 6 minutes to complete. It can be administered individually or in group settings. No special training is required for administration.