Measuring the Emotional Dimensions of Retail Banking Experience in Non-Metro Cities

Customers' experience and evaluate the bank's services with respect to its corporate image, which is an expression of their emotions for the bank brand. The purpose of this research is to examine the emotional dimensions of retail banking experience. Survey methodology was used to collect data. Principal Component Factor Analysis technique was applied to ascertain the emotional dimensions as Customer Orientation, Product management, Employee Empowerment, Customer delight, Physical Facilities and Internet Banking. The results are tested for reliability and validity . Further , anova analysis is applied to measure the influence of age, gender and qualification on these emotional dimensions. The research contributes to the knowledge of customer experience by examining how the retail banking experience and its emotional dimensions are conceptualized and managed by practitioners.