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Nearly 20 years ago the concept of customer delight was introduced to the academic literature. Since then a plethora of academics have studied the construct across many diverse contexts. Unfortunately,… Click to show full abstract
Nearly 20 years ago the concept of customer delight was introduced to the academic literature. Since then a plethora of academics have studied the construct across many diverse contexts. Unfortunately, there has not been a systematic review of delight to date. This research aims to remedy this situation by conducting a comprehensive review of the construct. Key goals of the review include: identifying the overarching themes of the current delight literature stream, highlighting the strengths and weaknesses of delight literature to date, and creating a research agenda that provides guidelines for expanding the breadth and depth of delight research.
Journal Title: Journal of Marketing Theory and Practice
Year Published: 2019
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