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The Conceptualization of Customer Delight: A Research Framework
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Customer delight and consumer satisfaction were shown to be qualitatively different by past research. These two look alike constructs are of interest to many researchers because of their uneven contribution to the firm profit. The capability of measuring a construct serves as a foundation to understand the empirical world. Being a new construct of increasing interest, there is a need to formalize various approaches currently used to measure customer delight. The current approaches are to either measure delight in a four-item emotions scale or in a single-item frequency scale. Still some other researchers conceptualized the most positive disconfirmation category at satisfaction scale be equivalent to delight. Six sessions of focus group discussion were conducted to derive words and phrases that best represent delight from customers own experience in consumption. A research framework for customer delight is drawn base on the outputs of this preliminary qualitative group discussion and the reviews of related literatures.
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... This is supported by research by Rao et al. (2021), that customer satisfaction has a relationship with customer delight. Consumer delight can be achieved when consumers get something that exceeds their expectations (Kwong & Yau, 2002). Furthermore, the joy felt by consumers is a strong capital to achieve consumer loyalty. ...
... This consumer satisfaction is based on overall satisfaction from the evaluation of transactions made, confirmation of expectations before buying, and the idealization of restaurant performance with other places (Fornell, 1992). Meanwhile, customer delight can be achieved by providing justice, honor, security, and trust in restaurant services to consumers (Kwong & Yau, 2002). ...
... This is supported by research by Rao et al. (2021), that customer satisfaction has a significant relationship with customer delight, so there needs to be an effort to satisfy consumers by fulfilling the expectations they make so that consumers get something that may exceed their expectations which then makes consumers happy/happy. Consumer delight can be achieved by providing a sense of fairness, honor, security, and trust in the services provided by the restaurant (Kwong & Yau, 2002). ...
The competition in the restaurant industry is very tight, with many competitors that have sprung up with various strategies, such as providing the best quality of service to their consumers. This is also experienced by legendary restaurants A, B, C, and D, which have been selling culinary specialties of Malang City for decades with recipes that have been passed down from generation to generation. The experience of non-optimal service quality will affect customer satisfaction and can affect the level of consumer loyalty to legendary restaurants. Therefore, it is very important to conduct this research to determine the effect of service quality on customer satisfaction and loyalty, as well as the role of brand image in moderating it. This research was analyzed using SEM-PLS with 100 respondents. This research shows that the service quality provided by the four restaurants has a positive and significant impact on customer satisfaction, customer delight, and customer loyalty because the quality of service provided by the four restaurants is considered good.
... Customer delight is the result of a combination of several factors, and understanding these dimensions helps companies achieve customer satisfaction and loyalty, and thus achieve long-term success. The dimensions of customer delight can be explained as follows: (Kwong & Yau, 2002) 1. Justice: Refers to treating the customer fairly by providing continuous improvements and valuing their loyalty. 2. Esteem: It refers to making the customer feel important by providing personalized services and giving him the freedom to make decisions. ...
... The Tran & Keng (2018) scale, which consists of 18 items, was also adopted to measure the authentic marketing variable. As for the customer delight variable, the researcher adopted the Kwong & Yau (2002) scale, which consists of a 25 items. ...
This study aims to explore the relationship between content marketing and customer delight in a communications context, focusing on the moderating effect of authentic marketing. Data were collected through a questionnaire directed to 245 lecturers at the University of Kufa as subscribes of Zain Iraq Telecommunications Company. Data were analyzed using AMOS V.24 advanced statistical analysis software. The results of the study showed that there is a positive, statistically significant relationship between content marketing and customer happiness. The results also showed that authentic marketing has an important role in moderating this relationship, as it acts as an interactive variable between the two variables.
... This is corroborated by study by Y. Yang & Lee (2016) and Torres & Kline (2006), that customer satisfaction has a direction of relationship to customer delight so there needs to be an effort to satisfy consumers by fulfilling the expectations they make so that consumers get something that may exceed their expectations which then makes consumers happy/delight. Consumer delight can be achieved by providing a sense of justice, honor, security, and trust in the services offered by the restaurant (Kwong & Yau, 2002). Hypothesis 3. Customer satisfaction has a positive and significant effect on customer delight. ...
... The variables and indicators used in this study can be seen in Table 1 below. (Parasuraman et al., 1985) Customer Delight (CD) Kwong & Yau (2002) Customer Satisfaction (CS) (Fornell, 2016) Customer Loyalty (LY) (Shi et al., 2014) Brand Image ( ...
Each region certainly has its own culinary specialties, as Malang City is a tourist city that has many culinary specialties and has been established for a long time with hereditary recipes such as legendary restaurants R4. Culinary of a region is one of the main attractions for tourists, especially with the brand image that has been built in the general public which makes legendary culinary in Malang worth visiting. However, intense competition in the restaurant industry is also experienced by legendary restaurants in Malang, so efforts are needed so that legendary restaurants can continue to compete, one of which is by paying attention to the service quality provided to consumers so that consumers become loyal. In addition to aspects of service quality, legendary restaurants also need to pay attention to aspects of customer satisfaction, customer delight, and brand image which can later help build consumer loyalty and make legendary restaurants in Malang able to compete. Therefore, this research is very important to do to find out how far the effect of service quality on customer loyalty is through customer satisfaction, customer delight, and the role of brand image in moderating. This research was analyzed using SEM-PLS with 100 respondents with age criteria >17 years and having visited at least 2 times. This research shows that the service quality provided by the four restaurants has a positive and significant role on customer satisfaction, customer delight, and customer loyalty because the quality of service provided by the four restaurants is considered good, besides that brand image is able to strengthen the relationship between service quality and customer loyalty. So it is necessary for legendary restaurants to improve the quality of their services in order to get loyalty from their consumers and be able to compete with new restaurants.
... Schneider and Bowen (1999) introduced this perspective, suggesting that customer delight in service contexts arises from addressing basic needs such as security, justice, and self-esteem. Later studies, such as Kwong and Yau (2002), expanded on this model, identifying five need-based categoriesjustice, security, self-esteem, trust, and surprisethough empirical validation of this model remains limited. Lastly, cognitive appraisal theory posits that external stimuli undergo cognitive evaluation, leading to emotional responses (Scherer & Moors, 2019). ...
... 1) Expectations of customer: A set of beliefs and ideas that the customer maintains internally, linked to the customer's expectations and standards, comes back to me when I need it, to give me permission With customer satisfaction, there is a criterion that reflects customer satisfaction and through which the strength of expectations is determined the customer 2) Safety: Organizations that seek to Pleasure their customers must understand their basic human needs the most important of which is safety (Ball & Barnes, 2017). Another believes that customer's Pleasure lies in saving money A safe environment when shopping, as the customer has a high desire to feel safe and protect his interests When shopping, we also hope that these organizations will provide guarantees for their products for life as well Allowing them to try products with frequent thanks enhances their confidence in them (Kwong & Yau, 2002), Safety is the feeling that drives the customer's emotions towards his organization and he needs that in his dealings with The organization operates with a high level of security, and its data is preserved and no one can access it You are exposed to the risk of loss or loss, which is reflected in increasing his loyalty to the organization and achieving his pleasure (Coetzee & Coetzee, 2014). ...
The current research aims to demonstrate the mediating role of customer's experience in enhancing the relationship between banking services provided to the customer's Pleasure in light of environmental variables. The research problem examined the influential relationship between banking services and customer's Pleasure in the presence of the mediating variable customer's experience. A number of hypotheses were formulated, including that there is a correlation with Significant statistical significance between the main and mediating research variables. The research sample was (50) permanent customers in banks in the city of Mosul. The research used the descriptive analytical method. The research reached a number of conclusions, including that customer experience has a major role in strengthening the relationship between banking services and customer pleasure, and integrated banking services would Achieve a customer's Pleasure by meeting his needs and desires.
... Here, I found that employees are really doing their best, that's what makes me come back here" (Male, repeat visitor). This finding is in direct support of prior studies such as Kwong and Yau (2002) and Torres and Kline (2013), which showed that self-esteem was one aspect that service providers needed to delight customers (fulfilment delight), and a firm is then able to delight customers by reinforcing their ego by making them feel acknowledged and special. ...
The current work seeks to unveil the essential drivers and consequences of customer delight in the hotel sector. A qualitative approach was employed by conducting an interview to gather data from guests staying in luxurious hotels in Agadir, Morocco, who originated from different countries. Employing thematic analysis, the findings indicated that there are two main drivers of customer delight which are interpersonal factors
(i.e. friendliness, problem resolution, employee empathy, professionalism, needs fulfilment, and efficiency) and non-interpersonal factors (i.e. destianation attributes and cleanliness). The results also indicated that customer delight leads to behavioural and affective loyalty. This research holds various contributions to both academic and professional. Limitations
and avenues for further research are also outlined.
... Sebagaimana dalam penelitian (Huang, 2017) Selain itu, dalam penelitian ini, kami melakukan translasi dan penyesuaian kembali terhadap pengukuran terdahulu agar sesuai konteks penelitian. Beberapa Indikator menggunakan indikator dari beberapa peneliti terdahulu, yang meliputi variabel kesenangan konsumen dari (Kwong & Yau, 2002), di mana menggunakan lima indikator pengukuran. Sedangkan, variabel cinta merek dari (Carroll & Ahuvia, 2006) dengan menggunakan lima indikator pengukuran. ...
Research examines the effect of customer delight, and self-identification on loyalty through the mediating role of brand love. This study uses a quantitative method with a sample of users of body care products. Data collection used an online survey method with a total of 197 respondents. The results of the analysis using SEM Amos have shown that consumer pleasure has no positive effect on brand love. Brand love has no positive effect on loyalty, customer social identification has a positive effect on love and loyalty. Furthermore, consumer pleasure has a positive effect on loyalty. Keywords: Customer delight, Social identification, Loyalty, Brand love.
المستخلص تناولت هذه الدراسة برامجعلاقاتالزبونوأثرهافيإسعادالزبون ، وحاول هذا البحث تقديم اطار نظري لمتغيري البحث اعتمادا على ما قدمه المنظرين في هذا المجال، واطار عملي تحليلي لأراء عينة من زبائن (نقاط البيع المباشر) شركة زين العراق للاتصالات اللاسلكية بلغت (403) زبون. وتم التعبير عن متغير برامج علاقات الزبون كونه متغيراً مستقلا من خلال ثلاث متغيرات فرعية هي (البرامجالمالية،البرامجالاجتماعية،البرامجالهيكلية)، اما إسعاد الزبون كمتغير مستقل فهو أحادي البعد. وقد استخدم البحث الاستبانة كأداة قياس اساسية لجمع البيانات التي وظفت لاختبار فرضيات الدراسة من خلال استخدام نمذجة المعادلة الهيكلية وفق اسلوب تحليل الانحدار. وقد توصل البحث الى مجموعة من الاستنتاجات والتوصيات ذات العلاقة بمتغيرات البحث.Customer relations program and its impact on the customer delight: An analytical study of the views of a sample of Customers in ZainAbstractThis study addressed Customer relations program and its impact on the customer delight, and Try this research provide a conceptual framework for the research variables depending on an introduction theorists in this field, and Analytical framework of the opinions of a sample of customers (direct sales points) Zain Iraq for wireless communications amounted to (403) customer. Has been expressing a Customer relations programs variable as the independent variable through three sub-variables (financial programs, social programs, and structural programs), either the customer delight as an independent variable it is one dimensional. The study has used the questionnaire as a basic tool for collecting the data, which was hired to test the hypotheses of the study through the use of the Structural Equation Modeling Method according to the Regression Analysis Manner.The research has reached a set of conclusions and recommendations related to the search variables.
إن الغرض من هذا البحث هو التحري عن العلاقة بين التفاعل العاطفي وإبهاج الزبون وتسويق الخدمة التعليمية في الكليات الاهلية في محافظة النجف الاشرف وبالاعتماد على العينة الطبقية تم توزيع 210 إستبانة على اساتذة يعملون في خمس كليات اهلية في محافظة النجف الاشرف، وتم الحصول فقط على 191 إستبانة صالحة للتحليل الإحصائي بمعدل إستجابة 90%، وتم تحليلها بواسطة برنامج .Amos V.22 وأظهرت وجود نوعين من العلاقات بين متغيرات البحث، وهي ثلاث علاقات تأثير مباشرة بين (العوامل الجاذبة لبهجة الزبون والتفاعل العاطفي والمزيج التسويقي للخدمة التعليمية المستدامه )، وتظهر أهمية البحث بندرة الدراسات التي اهتمت بتحديد طبيعة العلاقة بين، العوامل الجاذبة لبهجة الزبون والتفاعل العاطفي والمزيج التسويقي للخدمة التعليمية المستدامه ووجود مشكلة واقعية تؤثر بشكل كبير على أداء الكليات الاهلية العراقية.
يهدف البحث الى اختبار تأثير مرونة سلسلة التجهيز بأبعادها (مرونة المزيج , ومرونة المنتج الجديد , وخفة حركة سلسلة التجهيز ومرونة التوزيع) في بهجة الزبون , وتكمن اهمية البحث بكونه ذو اهمية معرفية وتطبيقية ويمكن توظيفه في خدمة التوجهات المستقبلية للشركة بهدف تعزيز بهجة للزبون , ولقد تجسدت مشكلة البحث بقلة اهتمام ادارة الشركة المبحوثة ( الشركة العامة للصناعات الكهربائية والالكترونية) بتطبيق بعض ابعاد مرونة سلسلة التجهيز وبالشكل الذي يلبي حاجات ورغبات الزبائن المتجددة وبما يعزز تحقيق البهجة لهم, ولغرض تحقيق اهداف البحث والاجابة على التساؤلات تم اعتماد الاستبانة كأداة لجمع البيانات التي وزعت على عينة قصدية قوامها (55) مبحوثا تمثلت بــــ (بمدير عام الشركة , ومعاونه , ومديري الاقسام , ومديري المصانع ووكلائهم) , وقد تم اعتماد عدد من الأساليب الإحصائية لمعرفة مستوى أهمية متغيرات البحث وكذلك لاختبار الفرضيات باستخدام البرنامج الاحصائي (SPSS V.28)، ووفاقا لذلك اعتمدت الباحثون المنهج الوصفي _ التحليلي. وفي ضوء النتائج المتحققة التي كان اهمها وجود تأثير معنوي لمرونة سلسلة التجهيز في بهجة الزبون تم صياغة عدد من الاستنتاجات كان اهمها ان ادارة الشركة المبحوثة تهتم بشكل متباين في تطبيق ابعاد مرونة سلسلة التجهيز لتحقيق بهجة الزبون , اذ انها تركز بشكل كبير على بعدي خفة حركة سلسلة التجهيز ومرونة التوزيع , مما يؤثر عمق روابط التعاون بين ادارة الشركة والمجهزين مما يمنحها القدرة على التخلص من الانشطة التي لا تضيف قيمة ضمن سلسلة التجهيز وتقديم منتجات متنوعة تمتاز بالموثوقية والامان يتم تسليمها في مواعيدها المحددة ,وبناء على ما تم صياغته من استنتاجات تم وضع مجموعة من التوصيات كان اهمها زيادة الاهتمام باعتماد جميع ابعاد مرونة سلسلة التجهيز وبخاصة فيما يتعلق بمرونة المزيج ومرونة المنتج الجديد اذا ما ارادت ادارة الشركة تعزيز البهجة لزبائنها.
Evidence indicates that satisfied customers defect at a high rate in many industries. Because satisfaction alone does not translate linearly into outcomes such as loyalty in terms of purchases, businesses must strive for 100 percent, or total, customer satisfaction and even delight to achieve the kind of loyalty they desire. Current studies attribute a higher degree of emotionality to the dissatisfaction end of the satisfaction continuum than in the past. For example, customers who have experienced service failures feel annoyed or victimized. Although victimization is felt at a deeper emotional level than irritation, both can result in outrage. By focusing on more intense customer emotions, such as outrage and delight, the authors explore the dynamics of customer emotions and their effect on customer behavior and loyalty. Schneider and Bowen base their conceptualization on people's needs rather than the more conventional model that focuses on customer expectations about their interactions with a firm. The authors propose a complementary needs-based model far service businesses that assumes customer delight and outrage originate with the handling of three basic human needs - security, justice, and self-esteem. By recasting a situation as one that has violated any of a customer's fundamental needs, the deeper emotional outcome (e.g., outrage) does not seem incongruous. The authors describe each need and offer specific managerial tactics for avoiding outrage and creating delight. Recent emphasis on relationship marketing - that is, attracting, developing, and retaining customers is pertinent because building relationships requires that companies view customers as people first and consumers second. Service is an exchange relationship in which customers swap their money and loyalty for what Schneider and Bowen argue is need gratification - a psychological contract with service firms to have their needs gratified. The authors discuss strategies that help firms gratify and, in some cases, delight customers. while avoiding the perception that they do not respect customer needs. Companies must manage how they show concern for customer needs in all actions, including the activities of the back office (e.g., billing, shipping), not just front-office personnel who directly contact the customer.
Global competition today is fierce. Customers who are merely satisfied with a company's products or services will soon be lured away by competition. This book reveals how today's leading marketers consistently retain and grow their customerbases by moving beyond satisfaction to discover and fulfill each of their customer's unaddressed, yet essential needs. This book reveals how to dramatically increase your organization's positive customer experiences, virtually eliminating the negative and driving your customers to new levels of repeat purchasing, loyalty and sheer delight!
Customer satisfaction/dissatisfaction has become an important issue for marketing practitioners. The authors examine the issue in terms of customer service. In particular, practitioners and academicians have noted that simply investing in greater service delivery may not return the cost of the additional investment. Part of the problem is that customers’ response to service increments can be nonlinear, and satisfaction and dissatisfaction thresholds may not occur at the same point. The authors propose a method for analyzing this complex behavior in a way that can lead to the development of more accurate service strategies through an understanding of the relationships among customer-transaction costs, satisfaction, and purchase loyalty. They use a catastrophe model to describe a service loyalty customer-response surface. Then, by presenting a “real-world” application with a small service-quality customer dataset provided by General Electric Supply, they show how one actually estimates such a model and interprets the results.
Relationship marketing—establishing, developing, and maintaining successful relational exchanges—constitutes a major shift in marketing theory and practice. After conceptualizing relationship marketing and discussing its ten forms, the authors (1) theorize that successful relationship marketing requires relationship commitment and trust, (2) model relationship commitment and trust as key mediating variables, (3) test this key mediating variable model using data from automobile tire retailers, and (4) compare their model with a rival that does not allow relationship commitment and trust to function as mediating variables. Given the favorable test results for the key mediating variable model, suggestions for further explicating and testing it are offered.
A critical element in the evolution of a fundamental body of knowledge in marketing, as well as for improved marketing practice, is the development of better measures of the variables with which marketers work. In this article an approach is outlined by which this goal can be achieved and portions of the approach are illustrated in terms of a job satisfaction measure.
