Enhancing loyalty: when improving consumer satisfaction and delight matters

Ahrholdt, Dennis C., Gudergan, Siegfried P., and Ringle, Christian M. (2019) Enhancing loyalty: when improving consumer satisfaction and delight matters. Journal of Business Research, 94. pp. 18-27.

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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.

Item ID: 70781
Item Type: Article (Research - C1)
ISSN: 1873-7978
Keywords: Delight, Loyalty, Nonlinear effects, PLS-SEM, Prior consumption experience, Satisfaction
Copyright Information: © 2018 Elsevier Inc. All rights reserved
Date Deposited: 11 Jan 2022 23:56
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350605 Marketing management (incl. strategy and customer relations) @ 100%
SEO Codes: 15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150399 Management and productivity not elsewhere classified @ 100%
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