In the modern banking environment, customer experience has become a critical factor influencing customer satisfaction, loyalty, and overall business performance. With the rapid advancement of digital technologies and increasing competition in the financial sector, banks are required to move beyond traditional service models and adopt customer-centric approaches. This study focuses on enhancing customer experience in the Indian banking sector through the application of business analytics and the development of a personalization framework. The primary objective of this research is to analyze how business analytics can be used to understand customer behavior and improve service delivery. The study also aims to identify customer expectations regarding personalized banking services and to examine the existing gaps in service quality. Primary data for the study was collected through a structured questionnaire administered to 50 respondents. The collected data was analyzed using simple statistical tools such as percentages and pie charts to derive meaningful insights. The findings of the study reveal that while customers are generally satisfied with banking services, there is a significant demand for personalized services. Most respondents expressed that banks do not fully understand their needs and expect more customized offerings. The study also highlights that digital banking, particularly mobile banking, is widely preferred due to its convenience and accessibility.
Pradhan et al. (Thu,) studied this question.