Neobanking experience: a study of service clue and service profit chain model
by Puneett Bhatnagr; Anupama Rajesh
International Journal of Electronic Banking (IJEBANK), Vol. 4, No. 4, 2024

Abstract: This study proposes a customer-centric conceptual model by integrating the service clue and service profit chain (SPC) model to study Indian neobanking online customer experience (OCE) and evaluate construct relationships that impact the net promoter score. This study employed an online survey methodology to collect data from a sample of 470 respondents who are users of neobanking services. The survey data were analysed using partial least squares structural equation modelling (PLS-SEM) to examine the research hypotheses. The main factors determining neo banks' online customer experiences were perceived usefulness, service quality, and perceived ease of use. This study used convenience sampling for the urban population using neobanking services; therefore, the outcome may be generalised to a limited extent. It would be valuable to replicate studies in other countries to further strengthen digital banking. There is a lack of research on neo banks in India, and customer experience studies in an online context. This study provides valuable insights by contributing to the well-established literature on service clues and SPC in the context of neobanking and service literature. The significance of this research differs from previous studies in that it analyses the connections between OCE, and net promoter score using these factors as study variables instead of traditional constructs.

Online publication date: Tue, 09-Jul-2024

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