Customer Delight

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Topic: Customer Delight
Literature review
Customer delight, according to Barnes and Krallman (2019), refers to the zeal of a business to achieve customer happiness. A business always aims to go above and beyond its customers’ expectations. Exceeding or meeting consumer expectations may lead to customer delightment in certain cases. To be considered as an attempt to satisfy the customer, a business unit must do more than simply fulfil their requirements or expectations.
As mentioned by Parasuraman et al. (2020), a delighted customer is more likely to provide good feedback. which, for example, if published on the appropriate platform, may influence others’ decisions to purchase similar chosen solutions. It is conceivable that improving customer delight can help in the increase of sales. Moreover, as described by the author, it can bring improvement to the image of business among current and potential customers. The authors conclude that those customers who adore a company will not only stay loyal, but will also become brand ambassadors when faced with unfavourable opinions and criticism.
Customer delight is based on their satisfaction, which comes not only from high-quality goods and services, but also from excellent customer service, according to Lee and Park (2019).The fact is that the more a business takes care of the consumer’s delicacy (adopting out-of-the-blue ways), the more unexpected customer delight can be achieved. This is a way businesses can show how much they care about their customers. To express gratitude, anything from a handwritten letter to an expensive party may be used. Customers may be dissatisfied for some time. It takes a lot of trial and error to get everything right the first time. It cannot, however, be done in isolation; consumer participation is needed. To be considered successful, the author concludes, a business must analyze the impact of this action and create a performance measure in addition to sending a handwritten thank you letter with the purchase, as an example (KIM and PARK, 2019).
According to Goswami and Sarma (2019), the hospitality and tourist industries are still developing, as shown by the influx of visitors from all over the globe. As a result of globalisation, a significant number of trend-setting hotels have opened in different places throughout the world, making the industry very competitive. Under these conditions, no firm in the industry can simply satisfy its consumers; rather, the more dynamic notion of customer pleasure is replaced by a more stale and bland one.
As previously said, a similar sounding approach was undertaken by Rivera et al. (2021). Complete customer delight and pleasure must be the main goal of any hospitality company. As a result, the hospitality and tourism sectors are well-known for their close interaction with customers, and it is generally acknowledged that this is the only industry in which clients are referred to as guests rather than customers. Developing a meaningful connection with these visitors has the ability to not only bring in additional consumers, but also to create good word of mouth for businesses. Consumer delightfulness is the most essential element affecting client loyalty, since happy customers are the most loyal to those with whom they do business. The hospitality business is emphasising visitor satisfaction and has risen to support the world’s second largest industry, tourism. Furthermore, by promoting ideas such as sustainable tourism and ecotourism, the hotel sector has opened up new avenues for expansion. Because globalisation provides all companies globally with equal access to a shared platform, it has become even more important for businesses to satisfy end customers to the point where they will stay happy and loyal in the years to come. This strategy will also benefit the company’s financial health, which will certainly improve as a consequence of insufficient resources spent on client acquisition (Rivera et al. 2021).
References
Barnes, D.C. and Krallman, A., 2019. Customer delight: A review and agenda for research. Journal of Marketing Theory and Practice, 27(2), pp.174-195.
Goswami, S. and Sarma, M.K., 2019. Modelling customer delight in hotel industry. Global Business Review, 20(2), pp.405-419.
KIM, M.J. and PARK, C.J., 2019. Does Customer Delight Matter in the Customer Satisfaction-Loyalty Linkage?. The Journal of Asian Finance, Economics, and Business, 6(3), pp.235-245.
Lee, B.Y. and Park, S.Y., 2019. The role of customer delight and customer equity for loyalty in upscale hotels. Journal of Hospitality and Tourism Management, 39, pp.175-184.
Parasuraman, A., Ball, J., Aksoy, L., Keiningham, T.L. and Zaki, M., 2020. More than a feeling? Toward a theory of customer delight. Journal of Service Management.
Rivera, D.E., Casadesús Fa, M. and Villar, A.S., 2021. Identifying and Measuring Customer Delight in the Hospitality Industry. Tourism Analysis, 26(1), pp.1-10. 

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