Development Of Customer Delight Model For Selected Products

Abstract

Elegance of consumer behavior and marketing is governed by customer utilitarian and hedonic dimensions. Customer feel arouse and surprises from vivacious thoughts and dimension of marketing. Customer delight is new-flanged concept in consumer behavior. Present study is conducted for understanding the dynamics of customer delight and pleasantness. The study tried to explore various dimensions of customer delight through divergence of varied thoughts evident in literature. The work converges the thoughts of pleasing the customer in a framework. The customer delight model is developed by using ten predictor variables viz arousal, surprise, customer satisfaction, citizenship behavior, perceived quality, perceived value, expectation, experience, word of mouth and product augmentation. Each predictor variable is measured by ten items drawn from review of related studies. The framework classifies delight in three categories low, moderate and high. The proposed model of customer delight is applied on smartphone users and checked by using discriminant analysis. The output of analysis confirms the relationship among predictor variables and customer delight. The study came out with 11 different models of customer delight concerning each predictor variable and compositely as well. newlineThe developed model contributes to extant knowledge of consumer behavior and marketing. The consciously developed framework helps the marketer as a handbook for in-depth understanding of customer. The study also tries to contribute the peer researcher in exploring the dimension of customer utilitarian and hedonic interest. The study also gives insight in understanding the dynamics of individual behavior and changing trends in society at large. newline newline