A delightful experience? The role of delight in loyalty formation

Jana L. H. Bowden, Tracey S. Dagger

Research output: Chapter in Book/Report/Conference proceedingOther chapter contributionResearch

Abstract

Recent research has questioned the value of satisfaction and has emphasized the need to delight customers. Despite this, few studies have explored how satisfaction and delight jointly determine customer loyalty. This study examines the effect of disconfirmation, satisfaction, surprise, arousal, positive affect and delight on customer loyalty. This research examines the effect of these constructs on loyalty using a structural equation modelling approach and a sample of 474 service consumers. Recognising that customer-provider relationships transpire over time, the authors also consider the effect of service experience on these relationships for new and repeat purchase customers. Satisfaction was ultimately found to generate loyalty. Interestingly, service experience did not influence the salience of delight and ultimately, delight did not lead to loyalty. The findings of this research have important implications for the management of customer-provider relationships for high-involvement services and for managers who are considering a service program designed around delighting the customer.
LanguageEnglish
Title of host publicationANZMAC 2011
Subtitle of host publicationconference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?
Place of PublicationPerth
PublisherANZMAC2011 Conference
Number of pages1
ISBN (Print)9780646563305
Publication statusPublished - 2011
EventAustralian and New Zealand Marketing Academy Conference (2011) - Perth
Duration: 28 Nov 201130 Nov 2011

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2011)
CityPerth
Period28/11/1130/11/11

Fingerprint

Loyalty
Customer loyalty
Service experience
Consumer services
Surprise
Arousal
Customer delight
Structural equation modeling
Managers
Disconfirmation
Positive affect
Purchase

Keywords

  • customer delight
  • satisfaction
  • experience
  • loyalty high involvement services

Cite this

Bowden, J. L. H., & Dagger, T. S. (2011). A delightful experience? The role of delight in loyalty formation. In ANZMAC 2011: conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde? Perth: ANZMAC2011 Conference.
Bowden, Jana L. H. ; Dagger, Tracey S. / A delightful experience? The role of delight in loyalty formation. ANZMAC 2011: conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?. Perth : ANZMAC2011 Conference, 2011.
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Bowden, JLH & Dagger, TS 2011, A delightful experience? The role of delight in loyalty formation. in ANZMAC 2011: conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?. ANZMAC2011 Conference, Perth, Australian and New Zealand Marketing Academy Conference (2011), Perth, 28/11/11.

A delightful experience? The role of delight in loyalty formation. / Bowden, Jana L. H.; Dagger, Tracey S.

ANZMAC 2011: conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?. Perth : ANZMAC2011 Conference, 2011.

Research output: Chapter in Book/Report/Conference proceedingOther chapter contributionResearch

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AB - Recent research has questioned the value of satisfaction and has emphasized the need to delight customers. Despite this, few studies have explored how satisfaction and delight jointly determine customer loyalty. This study examines the effect of disconfirmation, satisfaction, surprise, arousal, positive affect and delight on customer loyalty. This research examines the effect of these constructs on loyalty using a structural equation modelling approach and a sample of 474 service consumers. Recognising that customer-provider relationships transpire over time, the authors also consider the effect of service experience on these relationships for new and repeat purchase customers. Satisfaction was ultimately found to generate loyalty. Interestingly, service experience did not influence the salience of delight and ultimately, delight did not lead to loyalty. The findings of this research have important implications for the management of customer-provider relationships for high-involvement services and for managers who are considering a service program designed around delighting the customer.

KW - customer delight

KW - satisfaction

KW - experience

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SN - 9780646563305

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CY - Perth

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Bowden JLH, Dagger TS. A delightful experience? The role of delight in loyalty formation. In ANZMAC 2011: conference proceedings : Marketing in the age of consumerism : Jekyll or Hyde?. Perth: ANZMAC2011 Conference. 2011