Abstract:
This study aims to assess the impact of customer experience management on customer loyalty in banking industry of twin cities in Pakistan. This study has used physical environment dimension, virtual environment dimension and service interaction management (representing customer experience management) as independent variables and customer loyalty as dependent variable. Meanwhile, banking industry of twin cities in Pakistan is the sector finalized for assessing the relationship between customer experience management and customer loyalty. To investigate the relationship, quantitative research method is used. Primary data is collected with the help of adopted structured questionnaire based on 5 Likert scale (1=Strongly Disagree and 5=Strongly Agree). Questionnaires were distributed amongst the employees working for banking institutions of twin cities in Pakistan and 250 responses were gathered from the respondents through convenience sampling technique. Data collected from the respondents were analyzed with the help of various statistical tests (such as reliability, descriptive frequencies and statistics, correlation and regression analysis) through SPSS Software (SPSS 21). Based on the findings of regression analysis, customer experience management (physical environment dimension, virtual environment dimension and service interaction management) positively impacts customer loyalty in banking industry of twin cities in Pakistan
