“Customer Experience: A Key to Build Customer Loyalty”

Objective of the study is to study the relationship and the factors which are important to build the customer loyalty in
the retail banking sectors. A review of academic and practitioner literature on customer relationship management indicates
that customer satisfaction, customer value and the service quality are the important variable to build customer loyalty in the
retail banking sector in India. Yet, the clear understanding is not there that actually how the customer loyalty is build. This
paper is aim to explore the basic process of building the customer loyalty and argues that one critical factor which is important
for building customer loyalty is customer experience. The objective of this paper is to fill the gap between the existing
literature and presenting relatively new concept. This paper argues that customer has to interact with various components of
the service in order to become the service real.