Meeting the Criteria of Delighting Customers

Abstract:     
Customer delight is an experience, an epiphany, a surprise, something you never experienced before. Those happy moments can be unpredicted moments or the result of a specific strategy.

Barry Berman’s study describes the phenomenon with accuracy and in a very comprehensive way. The application can remain vague and probably difficult to describe in an exhaustive way. We will attempt to describe the dynamic and some possibilities for marketing campaigns aiming to overcome the classic “customer satisfaction” approach, verifying the possibility and effectiveness of customer delight as a goal or a method for achieving brand loyalty and not as a random and ultimately unpredictable series of events.

Keywords: Barry Berman, customer delight, consumer delight, customer satisfaction, delight, customer service, brand loyalty

JEL Classification: M3, M30, M31, M39

working papers series