ABSTRACT
Since the last few years have led to dramatic changes, today, the customers are in the world where “the use of multiple channels is the rule rather than the exception.” This chapter provides a conceptual model to show the relationship between customer experience dimension and loyalty, with multichannel as a moderator, which contributes both to academic research as well as has managerial implications. In this chapter, the author has examined various research papers to examine the basic dimensions of customer experience, and its importance in the present scenario. The chapter consolidates literature to capture the relation between dimensions of experience and loyalty, in the context of multichannel banking specifically. The dimension proposed by Schmitt’s (1999a) has been found as the most widely accepted and used by the scholars in their study. The chapter also added to knowledge and understanding, how multichannel banking has the role to influence the relation between experience and loyalty.
