Customer Satisfaction in Indian Retail Banking: Scale Development and Validation

Abstract

The construct of customer satisfaction and scale development and validation with respect to Indian retail banking has been studied. The scale development was carried out over three stages (item generation, scale purification, scale validation). It comprised of conducting depth interviews and focus groups for item generation and three separate phases of data collection. The data provide evidence for face, content, discriminant and convergent validity, dimensionality, reliability and generalizability of the scale. It is a seven-dimensional scale that might be used for understanding dimensions affecting customer satisfaction in Indian retail banking and by Indian retail banks in measuring customer satisfaction levels.
Keywords: Customer satisfaction, Scale development, Retail banking, India, Scale validity, Scale reliability.