Constructing Customer Experience in the Context of Retail Banking Self Service Technologies (SSTs)

Description

ABOUT THE BOOK

The innovations in information and related technologies have resulted in the growth of the service sector and made it one of the key drivers of India’s economic growth. Service organizations realized that offering quality services is no longer adequate for establishing a long-lasting competitive advantage. In today’s rapidly changing economic and competitive environment, survival is no longer confined to low costs and innovative products/services. To compete organizations need to recognize the uniqueness of each customer. In this world, each customer has different attitudes, values, preferences, beliefs, personalities, backgrounds ,etc. Therefore, each person gains experiences through his/her lens. In the phase of post-modernity these experiences of the customers have a key role in the growth and survival of an organization. To compete effectively, the business organizations have entered an era of “customer experience” which originates with the direct or indirect interaction between a customer and an organization and appeals to the sensory, cognitive, behavioral and relational levels of the customer.