• Management & Information Systems Review
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• v.31 no.2
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• pp.231-251
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• 2012

Customer delight is critical to firm's success in today's competitive environment. This importance has led marketing scholars and practitioners to recommend that firms improve their customers' delight because it is a key to customer loyalty. However, researchers and practitioners have also begun to express concern on the process that underlies customers' delight-loyalty relationship. The purpose of this paper is to investigate this question: 'Does it really matter that firms delight to their customers to achieve greater customer loyalty?' The results from one experiment using a scenario method and the data collected by questionnaire real that delighted customers(offered an unexpected gift) were significantly more warmth, joy and loyalty than satisfied respondents(offered a free gift). The warmth dimension of delight influenced positively on loyalty in satisfied customer group. In delighted customer group, both warmth and joy influenced positively on loyalty.

• The Journal of Asian Finance, Economics and Business
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• v.6 no.3
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• pp.235-245
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• 2019

This research focuses on the relationships among customer satisfaction, delight, and loyalty. Although customer delight is one facet of an affective evaluation that can be predicted from customer satisfaction as cognitive component of the evaluation, there is no empirical examination on the casual relationship among customer satisfaction, delight, and loyalty. This study aims at addressing this gap in the service literature. The research questions are (1) How is customer satisfaction related to customer delight? and (2) Does customer delight matter in the relationship between customer satisfaction and loyalty? Data from a survey of consumers across upscale restaurant and retail bank in Korea were obtained. Our results show that customer satisfaction contributes positively to customer delight, and that customer delight plays a significant role in the relationship between customer satisfaction and loyalty. This chained relationship from customer satisfaction to customer delight to customer loyalty suggests that achieving customer delight represents one of the underlying pathways through which basic or core requirements expected by customers are satisfied. Our finding suggests that service firms need to monitor and manage their levels of customer delight as a performance metric, and delighting customers may be an important strategy to build competitive advantage through customer loyalty.

• Journal of Distribution Science
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• v.16 no.8
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• pp.5-13
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• 2018

Purpose - Customer Delight is an important issue for firms and academia since delighted consumers reveal higher repurchase intentions than merely satisfied consumers and become loyal consumers. This research investigates customer delight, especially focusing on the role of surprise and attribute importance via experiment. Research design, data, and methodology - An experiment consisting of experiment, reference, and control group was performed with virtual online bookstore. For the analysis, one-way ANOVA and post-hoc analysis (LSD) were performed. Results - The experiment group that was delighted with surprise revealed the highest repurchase intention and recommendation intention among the other groups (H1 supported). Then each group was divided into attribute importance high and attribute importance low. For the group that was delighted in important attribute revealed higher repurchase and recommendation intention than the group that was delight in less important attribute (H2 supported). Conclusions - This research contributes academically for investigating the research area of customer delight and focusing on the role of surprise and attribute importance. For practical implications, this research provides information about customer delight and its several moderating variables that it is important to delight customers with surprising experience and focusing on an important attribute that consumers perceive not on a less important attribute.

• Journal of Korea Society of Industrial Information Systems
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• v.24 no.3
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• pp.51-66
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• 2019

The purpose of this study is to investigate the effect of brand experience on brand engagement and customer delight on sports brands belonging to experiential products. In addition, we examined how brand engagement influences consumers' perceptions, emotions, and behavioral responses to brands. As a result, it was confirmed that the brand experience has a positive influence on the brand engagement, customer delight, and brand satisfaction. In particular, it has been confirmed that brand engagement has a positive influence on brand loyalty, so that customers with high brand engagement tend to establish a long-term relationship with the brand. In addition, brand satisfaction has a positive effect on customer delight. Therefore, it is necessary for the brand manager to utilize the brand experience elements and brand engagement to enhance the value of the long-term relationship between the customers and the brand.

• Journal of Korea Society of Industrial Information Systems
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• v.24 no.1
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• pp.109-123
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• 2019

Recently, As the desire of consumer gets complexed and demanding, business environment is they are rapidly changing to customer-oriented ones. In order to survive in an age of fierce competition with competitor encompassing changing and customer's needs of consumer company emphasizes market orientation to have a sustainability. It is necessary not only satisfy consumer but also to provide customer delight. We want to see if customer's loyalty can be increased by experiencing C/S and C/D. First, customer's loyalty influences repurchase intention after experiencing customer's satisfaction and customer's delight. Second, customer's satisfaction is influenced by customer's satisfaction level. Especially Joy is one of the most important factor affecting customers delight. Third, customer's loyalty is one of the most important factor affecting customer's satisfaction. Finally, through this study, it was found tha customer's satisfaction and customer's satisfaction improve the repurchase relationship which is crucial from customer's loyalty.

• Journal of Service Research and Studies
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• v.9 no.4
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• pp.81-95
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• 2019

The concept of customer satisfaction is very important issue in the service firms. All service firms should delight theirs customers? Which service contexts creating customer delight results in better positive performance? This study is to examine the moderating effect of service type on the customer delight-behavioral intention relationship. Data from consumers across two distinct service contexts (retail banks and upscale restaurants) were obtained. Using the multiple moderating regression analysis, the proposed hypotheses in this study were tested. The results reveal that customer delight had a greater positive impact on both revisit and referral intention in the hedonic service than the utilitarian service. This study suggests specific service contexts where customer delight strategies generate better desirable results. The customer delight strategy is able to be applied in both hedonic and utilitarian services, but it is more effective to lead customer loyalty in the hedonic service than utilitarian services. Service firms need a strategic approach to customer satisfaction strategies. This study provide strategic implications for service firms to efficiently manage and allocate resources, and can help them in making decisions about establishing and implementing customer satisfaction strategies.

• Journal of the Korea Society of Computer and Information
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• v.6 no.3
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• pp.143-151
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• 2001

Fashion Industry is one of the Knowledge Based Industry. The firms which produce the fashion merchandises should shirt to new paradigm of creating new image to delight customers. New image and design is derived from each designer's creative mind. However, self management team work of designers is more creative power than each independent designer's work. This study recommends that the Korean fashion firms implement self management team, concurrent product design and development and Just-in-Time Ⅱ based on sharing information and knowledge with the supplier to set competitive advantage. It can not only reduce cost and improve speed of management and the qualify of products but also satisfy and delight customers.

• International Journal of Quality Innovation
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• v.6 no.3
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• pp.38-55
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• 2005

Consumption has generally become more fragmented, hedonic and individual specific, satisfying not only functional but also emotional needs. In parallel, customer satisfaction is now thought to be both a cognitive and affective response, and the closely related concept of job satisfaction is commonly seen as an emotional reaction. The reasoning within quality management does, however, still lean heavily toward cognitive judgements (i.e. performance ratings), the emotional component clearly being under explored. Further, performance variables have shown not to be significant in predicting satisfaction for certain 'experience products', the effect fully mediated by emotions. As a consequence a cognitive judgement based quality concept has lost its ability to predict satisfaction, which clearly contradicts with the modem quality definition, stressing quality as the ability to satisfy the customer. Emotions have however entered the quality discourse and it has been proposed that having customers that are merely feeling satisfied will not suffice. Instead, there has been a plethora of executive exhortations in the trade press calling on business to 'delight the customer'. Strategies for doing so have however usually been imprecise and unclear, and the different drivers of delight and satisfaction are not well explored. This paper aims to complement the previous cognitive dominance by exploring the multiple emotional responses involved in customer satisfaction. A conclusion being that we currently are measuring something, in terms of satisfied, that is more or less independent of what we aim for, in terms of delight. It is also most likely that - depending on the situation, product, and person - other positive and negative emotions are more important outcomes of purchase and usage than merely satisfaction. It is questioned whether a single, summary response such as satisfaction is feasible or even desirable.

• Korea Journal of Hospital Management
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• v.20 no.4
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• pp.1-13
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• 2015

This study attempts to investigate how healthcare service quality impacts upon hospital reputation, service value, and customer satisfaction. Additionally, the association of customer satisfaction with hospital loyalty and the mediation role of service value and reputation are examined. Analysis results can be summarized as followings: First, the procedural convenience and efficiency have significant impact upon customer satisfaction but personnel service and service scape do not significantly affect customer satisfaction. Second, the personnel service and service scape have significant impacts upon both the service value and hospitals' reputation. Third, service value and hospital reputation contribute significantly to the customer satisfaction. Fourth, customer satisfaction enhances significantly customer's satisfaction and intention to recommend. We conclude that a regional medical center should be able to offer high quality medical services to its customers to satisfy or delight them. Only the satisfied customers will have intention to revisit the medical center or to recommend it to their friends.

• Journal of the Korean Society of Food Culture
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• v.21 no.5
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• pp.507-515
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• 2006

This study was to analyse the eating out behaviors of customers who visit a Koran restaurant especially focused on CNR(cold noodle: naengmyun restaurant) and to find out the marketing promotion points. Through the snowball sampling, 423 customers data were surveyed in summer and winter as respects of seasonal variation. The collecting data were analysed descriptive data and statistical different using the Statistical Package for the Social Science(SPSS version 10.0). The results were as follows; The participants of the study were composed of 209 man(49.4%) and 204 woman(50.6%). Most customers were 30's(36.2%), office worker(27.5%) and spend 5,000${\sim}$10,000 won(46.3%) for eating out. The consumer more preferred a specialty restaurant, the reason was to expect better taste(37.1%). In visiting CNR, the customer frequently ordered complement menu(90.1%) with cold noodle, complement menu should be developed periodically. The important factor to visiting CNR was the accessing convenience for the shop and desirable taking time was within 15 minutes. The buckwheat noodle in broth(mulnaengmyun) was the most favorite selecting menu. And the noodle texture was key evaluation factor in all types of cold noodle and the other factor was different according to the types of cold noodle. The visiting frequencies of CNR were not significantly different according to seasonal variation and sociodemographic variable. Above the half of customers visited at CNR with his/her family. This study find out the suggestion that consumer eating concepts about CNR was family eating therefore the cold noodle. specialty restaurant should be create more delight atmosphere and developed menu for families' eating out place.