Enhancing Loyalty: When Improving Consumer Satisfaction and Delight Matters

Journal of Business Research, 94, 18-27 (2019)

Posted: 4 Jun 2019

See all articles by Dennis Ahrholdt

Dennis Ahrholdt

HSBA Hamburg School of Business Administration

Siggi Gudergan

Newcastle Business School

Christian M. Ringle

Hamburg University of Technology (TUHH)

Date Written: 2019

Abstract

Prior research has validated the importance of consumer delight and satisfaction for explaining consumer loyalty. This study extends our existing knowledge of how delight and satisfaction affect (in a nonlinear way) consumer loyalty. It explains a negative quadratic relationship between satisfaction and loyalty intentions, as well as a negative cubic relationship between delight and loyalty intentions. Contrary to satisfaction, delight unfolds its full impact at lower levels, but only after a threshold level is exceeded. Like satisfaction, the delight effect becomes saturated at very high levels. Furthermore, both delight and satisfaction effects weaken with increased prior consumption experiences. Thus, when they invest in delight and satisfaction, managers should consider their individual marginal impacts on loyalty and distinguish between consumers with reference to their prior consumption experiences.

Keywords: Delight, Satisfaction, Loyalty, Prior consumption experience, PLS-SEM, Nonlinear effects

Suggested Citation

Ahrholdt, Dennis and Gudergan, Siggi and Ringle, Christian M., Enhancing Loyalty: When Improving Consumer Satisfaction and Delight Matters (2019). Journal of Business Research, 94, 18-27 (2019), Available at SSRN: https://ssrn.com/abstract=3388668

Dennis Ahrholdt (Contact Author)

HSBA Hamburg School of Business Administration ( email )

Adolphsplatz 1
Hamburg, 20457
Germany

Siggi Gudergan

Newcastle Business School ( email )

City Campus East – 231
Newcastle-Upon-Tyne NE1 8ST, NE1 8ST
Australia

Christian M. Ringle

Hamburg University of Technology (TUHH) ( email )

Am Schwarzenberg-Campus 4
Hamburg, 21073
Germany

HOME PAGE: http://www.tuhh.de/hrmo

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