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Entrepreneurial marketing: an analytical viewpoint on perceived quality and customer delight

Prince Dubey (Chouksey Engineering College, Bilaspur, India)
Naval Bajpai (Atal Bihari Vajpayee Indian Institute of Information Technology and Management, Gwalior, India)
Sanjay Guha (Bhilai Institute of Technology, Durg, India)
Kushagra Kulshreshtha (Institute of Business Management, GLA University, Mathura, India)

Journal of Research in Marketing and Entrepreneurship

ISSN: 1471-5201

Article publication date: 15 August 2019

Issue publication date: 8 July 2020




Entrepreneurial marketing is a hybrid concept of entrepreneurship and marketing defining business for future challenges. This study aims to examine the following two issues of entrepreneurial marketing concerning impact of perceived quality on customer delight: first, identifying entrepreneurial marketing factors of delight and customer perceived quality to develop the model; second, applying the aforesaid model to discriminate customer delight in categories of gender as male delight and female delight.


In this endeavour, the authors examined the data collected from survey of Indian mobile users. In total ten perceived quality predictor variables are used to measure customer delight. Further, for identifying the difference in male delight and female delight, discriminant analysis is used.


The conceptual and empirical vantage point of study provides a framework to entrepreneurs emphasizing on male and female customers distinctly during marketing.

Research limitations/implications

The results are used to sketch the profile of male and female customer segment, and innovative applications are discussed for business success. Though proposed approach is limited to gender, mobile users still open the avenue for researchers to work on other demographic factors and product categories.

Practical implications

The theoretical underpinnings warrant practical applications of quality dimensions in telecom market for creation of customer delight. The present gender classification of customer delight will assist the entrepreneurs, intrapreneurs and product developers in developing the competitive business policy.

Social implications

The classification of male and female delight suggests the female segment of Indian telecom market is socially important and as similar to the male segment.


The study is a novel assessment of customer delight on gender quality perception contributing the newly explored concept of entrepreneurial marketing.



Dubey, P., Bajpai, N., Guha, S. and Kulshreshtha, K. (2020), "Entrepreneurial marketing: an analytical viewpoint on perceived quality and customer delight", Journal of Research in Marketing and Entrepreneurship, Vol. 22 No. 1, pp. 1-19.



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Copyright © 2019, Emerald Publishing Limited

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