<p>The rapid growth of omni-channel banking has transformed customer interactions, however research examining how different motivations shape customer experience and continuance intention remains scarce. Addressing this gap, the present study aims to study the connection between motivations (utilitarian motivation &amp; hedonic motivation), customer experience and continuance intention through Stimulus-organism-response theory. Using a survey-based methodology, data were collected from 220 respondents having experience of Omni-channel banking from Haryana, India. Structural equation modeling with AMOS 24.0 was used for analysis. The findings reveal that, utilitarian motivation has a considerably stronger and more robust effect on customer experience and continuance intention. Conversely, hedonic motivation, while influential in shaping customer experience, does not significantly affect continuance intention. It ultimately shows the dominance of utilitarian motivation which shows customers prioritize reliability over entertainment. Furthermore, customer experience mediates the relationships between both types of motivation and continuance intention, underscoring its central role in enhancing customer loyalty. The study contributes to the existing literature by empirically validating the mediating effect of customer experience in an emerging market context, thereby extending SOR framework to omni-channel banking. From a managerial standpoint, the findings suggest that banks should prioritize utilitarian aspects such as convenience, personalization and hedonic aspects while designing customer-centric omni-channel strategies. This study also contributes to theoretical understanding by extending SOR framework to the Indian banking context.</p>