Customer delight and mood states: an empirical analysis in Indian retail context
by Pankaj Chamola; Prakash Tiwari
International Journal of Indian Culture and Business Management (IJICBM), Vol. 8, No. 4, 2014

Abstract: The customer satisfaction has already been researched at length and is being used by the retailers to achieve competitive edge. Since everyone in the market is trying to satisfy its customers, merely satisfying does not seem enough and moving beyond customer satisfaction to customer delight is required (Schlossberg, 1990). The present research initiated with, establishing of factors responsible for customer-delight in retail settings, as identified by Arnold et al. (2005), in the Indian retail context. Further, an attempt was made to investigate the association between shoppers' mood states induced by retail settings at the point of purchase, and customer delight arising thereof. The results of regression analysis clearly indicated a strong relationship between the two. Lastly, future directions for research are mentioned.

Online publication date: Thu, 24-Jul-2014

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