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The evolution of the customer delight construct: Prior research, current measurement, and directions for future research

Edwin N. Torres (Rosen College of Hospitality, University of Central Florida, Orlando, Florida, USA)
Giulio Ronzoni (Rosen College of Hospitality, University of Central Florida, Orlando, Florida, USA)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 8 January 2018

2682

Abstract

Purpose

The present research aims to summarize the literature on customer delight, identify trends and debates, create an instrument to measure delight and propose directions for future research.

Design/methodology/approach

A comprehensive review of the literature has been undertaken. Flowing from a variety of conceptual, qualitative and quantitative articles, operational measures have been identified, and an instrument to measure customer delight has been proposed.

Findings

Past research on customer delight identified various emotions that trigger delight, as well as human needs, traits and behaviors associated with delightful experiences, and features of the service experience commonly related to delight. On the basis of these findings, the researchers have developed an instrument to measure customer delight.

Practical implications

The proposed instrument enables managers to measure customer delight in various service settings. Measuring and attaining higher levels of customer delight can help generate greater loyalty as compared to customer satisfaction.

Originality/value

The authors unify the conceptualization and measurement of customer delight and create a new instrument to measure the construct. Similarities and debates in the past research are identified, and directions for the future of customer delight are presented. Future studies can further test and validate the presented instrument in various service industries.

Keywords

Citation

Torres, E.N. and Ronzoni, G. (2018), "The evolution of the customer delight construct: Prior research, current measurement, and directions for future research", International Journal of Contemporary Hospitality Management, Vol. 30 No. 1, pp. 57-75. https://doi.org/10.1108/IJCHM-09-2016-0528

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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