Delight the Customer: A Predictive Model for Repeat Purchase Behavior

Abstract

The literature on customer delight identifies three major issues. First, the research purporting to measure consumer delight measures neither delight nor its opposite, disgust. Instead, it generally measures satisfaction and dissatisfaction. Second, the literature agrees that models of satisfaction/dissatisfaction are not appropriate for examining delight/disgust. Third, a theoretical model linking delight/disgust with repurchase behavior has not yet been developed. The model outlined in this article links delight and disgust with repurchase behavior and provides a format for dealing with the first two issues.