Developing a customer experience rating for the banking sector in Malaysia / Safian Bujang

As global markets evolve dramatically and competition among players intensifies,
business organizations are looking to innovative products, new markets, and inorganic
growth opportunities to drive their revenue. Nonetheless, for service-based sectors such
as financial services, the greatest opportunity for sustainable revenue growth does not
come from just new products, geographical or technological expansion, but rather from
their ability to deliver high quality and differentiating customer experience. Therefore,
getting the right customer experience is a critical success factor for financial services.
Based on that notion, the main purpose of this study is to further understand customer
experience by way of identifying its dimensions and subsequently to identify priorities
for managerial intervention by determining which dimensions of customer experience
are most important to the customer of financial services organizations.