Author(s): Sharmila Pudaruth
Further to the wide discussion in the literature towards the significance of customer experience and its contribution in the banking landscape, this paper aims to explore customer experience by providing a broad, holistic and integrative approach to understand customer experience management in banking contexts. From the constructive literature review, an integrative conceptual model has been developed based upon existing set of constructs, which were already established in the marketing, customer experience and services management literature. This paper will contribute to the contemporary body of empirical and conceptual knowledge by providing updates to the existing work of other researchers and scholars and thus, adding new contributions in the body of literature in the field of customer experience management for context specific experience driven organizations such as retail banks. Hence, the research on customer experiences will give a new impetus to the findings of previous studies on customer experience management whereby an integrative framework of customer experience management for enhancing service excellence will be proposed for the banking landscape of Mauritius. Yet, it is important to note that the overwhelming body of literature on customer experience has not been able to posit a holistic picture of customer experience management for banking contexts in developing economies.