More than a feeling? Toward a theory of customer delight

PurposeResponding to an increasing call for a more comprehensive conceptualization of customer delight, the purpose of this paper is to expand the theory of customer delight and to examine the implications of such an expanded view for service theory and practice.Design/methodology/approachThis paper presents the results of three qualitative studies. The first study explores customer delight through self-reported consumption experiences in customer-selected contexts, followed by one-on-one in-depth interviews. The second involves focus groups and the third examines self-reported incidents of delightful customer experiences.FindingsThis research finds that customer delight goes beyond extreme satisfaction and joy and surprise to include six properties that—individually or in combination—characterize customer delight. An expanded conceptualization of how customer delight can be defined is proposed in which customer delight is associated with various combinations of six properties – the customer experiencing positive emotions, interacting with others, successful problem-solving, engaging customer’s senses, timing of the events and sense of control that characterizes the customer's encounter.Research limitations/implicationsIt is clear from the findings of this research that there is no single property that is associated with delight. Through the facilitation of multiple properties, managers have the potential to create a multitude of routes to delight. It is recommended that future research (1) identify and explicate these alternative routes for engendering delight using the six properties identified, and (2) develop a general typology based on service context and characteristics, customer segment, etc. that further stimulates scholarship on delight, and offers more industry-specific insights for managers.Practical implicationsInsights from this investigation will encourage managers and service designers to think more broadly and creatively about delight. Doing so will open up new opportunities for achieving customer delight, beyond merely focusing on extreme satisfaction or surprise and joy strategies currently dominating discussions of customer delight.Originality/valueThis paper makes several contributions to the service literature. First, it extends current conceptualizations of customer delight and offers an expanded definition. Next, it demonstrates how this new understanding extends the existing literature on delight. Finally, it proposes an agenda for future delight research and discusses managerial implications, opening up new opportunities for firms to design delightful customer experiences.</jats:sec

The Chain of Quality through Integrated Product Development

Today, it is almost impossible to find a manufacturer who has not been significantly influenced by the quality culture, but it is evident that some are doing more to improve their product quality than others are. The so-called "Chain of Quality" through integrated product development is a useful metaphor since it recognises that quality is a continuing topic of attention throughout the product development process and that discrete, quality related activities in the process are inter-linked. Depending upon how the product development process is modelled, the chain can be viewed as open or closed with single or parallel threads. In this paper, the overall purpose of the chain, the nature and identity of its many links and the relationship of the chain to the product development process will be discussed. In so doing, this paper will present an overall picture of important product development strategies and practices that can have a key impact on product quality

The antecedent factors and business outcomes of customer delight in fashion retail

In the highly competitive and dynamic world of fashion retailing, developing and retaining loyal customers is a requirement for survival, let alone success. Marketing practitioners have found that to keep customers loyal, a firm must go beyond merely satisfying to truly delighting them (Schlossberg, 1990; Arnold, Reynolds, Ponder and Lueg, 2005). However, only Arnold et al. (2005) explored the concept of customer delight in a generic (multi-format) retail environment. To the author’s knowledge, there has not been any similar research conducted in the South African retail environment and none specific to fashion apparel retailers. Therefore, the purpose of this study was to examine customer delight in the context of fashion retailing. Specifically, qualitative research was conducted to determine the antecedents and outcomes of delightful shopping experiences for these customers. Critical incident analysis of 33 depth interviews with shoppers revealed several factors associated with delightful shopping experiences and the resultant business outcomes. Together with presenting a model that fashion retailers can use to stage delightful shopping experiences, a number of strategic implications are discussed, and limitations and directions for future research are also addressed.Dissertation (MBA)--University of Pretoria, 2010.Gordon Institute of Business Science (GIBS)unrestricte

Leveraging Customer-integration Experience: A Review of Influencing Factors and Implications

Organizations have increasingly begun to co-create innovations, conduct idea competitions, or conduct crowdsourcing initiatives with customers in online communities. Yet, many customer-integration methods fail to attract sufficient customer participation and engagement. We draw on previous research to identify customers’ experience as an important determinant of whether customer-integration initiatives succeed. However, research has rarely applied the notion of experience in the context of customer integration. We conduct a cross-disciplinary literature review to identify the factors that constitute a positive customer-integration experience and the implications of the customer-integration experience. Based on 141 papers from marketing, technology and innovation management, information systems, human-computer interaction, and psychology research, we derive a framework for customer-integration experience that integrates 22 conceptually different influencing factors, 15 implications, and their interrelatedness based on motivation-hygiene theory. The framework sheds light on the current state of research on customer-integration experience and identifies possibilities for future research

The tourist experience of heritage urban spaces : Valletta as a case study

This article provides an understanding of how tourists experience heritage urban spaces by investigating features that influence tourist experiences most. It is framed within urban design literature which refers to three elements of urban space namely physical setting (or form), activity, and meaning. These elements are used to explore how urban spaces are experienced by tourists. Its findings are derived from an in-depth qualitative analysis of interviews with tourists to Valletta, Malta. The research suggests that the intrinsic qualities of the space are relevant to the tourist experience but what is even more relevant are the interactions of the tourist with different elements within that space, namely interactions with surroundings, interactions with others, and interactions with self/meaning. Within this broad conceptual model, the research identifies important sub-themes. Some of these reinforce the findings of existing work on tourist experiences, but others are often under-estimated or neglected.peer-reviewe

"Mutual relations of dialogue, parody, contestation" : writing Nabokov's life in the age of the author's death

textIn her introduction to a special issue of the South Central Review on literary biography published in 2006, Linda Leavell writes, "Many would trace the disdain for literary biography—in both senses of the word “literary”—back through Roland Barthes’s “death of the author” to the New Critics’ division of text from context all the way to T. S. Eliot’s theory of impersonality. Critical theory of the past century has generally deemed an author’s life, personality, and intentions irrelevant to the text" (1). Leavell’s explanation of how critical theory of the twentieth century came to shape the current scholarly attitude towards literary biography establishes the genre’s status in an era of literary theory that is commonly characterized by the diminishment of the author as the source of meaning in a text, an era in which we remain. This characterization, however, overlooks the different ways that the theorists of the era displaced the author as the dominant figure in literary studies. This paper demonstrates how these different ways, despite whatever damage they might have done to the status of literary biography, actually benefit the study of the genre. Additionally, this paper argues that they not only comprise one side of Vladimir Nabokov’s contradictory views on his own authorship, which makes him an ideal subject for the study of authority over biographical representation, but also gave rise to new methodologies of literary biography, which are the methodologies of Nabokov’s biographers themselves. As a result, this paper concludes, “an author’s life, personality, and intentions” in turn have assumed new relevancy in literary studies.Englis

Emerging Roles in Design Expansion:'The Third Group' Involved in Design

Design, regarded as the key factor of innovation, has evidently developed diversified designeruser relationships in order to release productivity. However, to further leverage design capabilities, 'the third group' of people who are neither design experts nor users will collaborate with designers through their expertise and fill the skill gap between designers and users. This study therefore aims to explore how 'the third group' form integral roles in the design expansion terrain. To address the research question, this study adopts semi-structured interview as the research method, through which 17 informants experienced in design practices without design background are investigated. Subsequently, the results are classified into five roles 'the third group' can play in the design collaboration with detail clarifications, which include 'vision practitioner' 'business model designer', 'organization facilitator', 'language manipulator' and 'scenario composer'. Finally, the conclusion is set to contribute to identification of the design expansion terrain and the adaptive roles, which could be beneficial for non-design professionals to gain a position in design collaboration and also for designers to broaden abilities to collaborate across disciplines

The Semantics of Evaluational Adjectives: Perspectives from Natural Semantic Metalanguage and Appraisal

We apply the Natural Semantic Metalanguage (NSM) approach (Goddard &amp; Wierzbicka 2014) to the lexical-semantic analysis of English evaluational adjectives and compare the results with the picture developed in the Appraisal Framework (Martin &amp; White 2005). The analysis is corpus-assisted, with examples mainly drawn from film and book reviews, and supported by collocational and statistical information from WordBanks Online. We propose NSM explications for 15 evaluational adjectives, arguing that they fall into five groups, each of which corresponds to a distinct semantic template. The groups can be sketched as follows: “First-person thought-plus-affect”, e.g. wonderful; “Experiential”, e.g. entertaining; “Experiential with bodily reaction”, e.g. gripping; “Lasting impact”, e.g. memorable; “Cognitive evaluation”, e.g. complex, excellent. These groupings and semantic templates are compared with the classifications in the Appraisal Framework’s system of Appreciation. In addition, we are particularly interested in sentiment analysis, the automatic identification of evaluation and subjectivity in text. We discuss the relevance of the two frameworks for sentiment analysis and other language technology applications

Bringing The Past To Life: Co-creating tourism experiences in historic house tourist attractions

This ethnographic study concentrates on the co-creation of experiential value between the tourist and tour guide in a single historic tourism site; Huntingdon Castle, Ireland. Built upon the principles of service dominant logic, the research explores how storytelling acts as an engagement platform and value enhancing strategic resource. In doing so, it impels the value co-creation journey and shapes the tourist’s experience. Observation is coupled with qualitative interviews to capture the dual perspective of both guides and tourists. Findings exhibit the co-creation process through the performance of stories; how and when people derive pleasure (value); the influencing aspects of the environment or place; and guide/tourist perspectives on how they feel and think during the experience. The research contributes by taking a practical operational view of how co-creation occurs. It goes beyond the guide’s perspective and exhibits the importance of co-creation of lived experience in the story enhanced tourism experience framework