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http://dx.doi.org/10.9717/kmms.2016.19.8.1574

The Case Study of Customer Delight Index Contents Model through Cater ing Service Industry  

Yang, Ya-Yun (Graduate School, Design Major, Dongseo University)
Lee, Sung-Pil (School of Design, Dongseo University)
Publication Information
Journal of Korea Multimedia Society / v.19, no.8, 2016 , pp. 1574-1586 More about this Journal
Abstract
The aims of this research is to build Customer Delight index contents model for measuring the influential factors - Customer Delight and identify the relationship among Customer Delight, Customer Satisfaction and Customer Loyalty. Customer Delight hypothesis model was proposed by Catering Service Industry of Starbucks and validate the final questionnaire; 7 point Likert scale was used in the questionnaire, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) are used to analyze the reliability. And path analysis was used to evaluating the final hypothesis model. The results of this research was that the customer Self-involvement can lead to high awakening level and it also bring positive emotion to the customer. Awakening Level and positive emotion were the key factors for the Customer Delight. Instead of customer expectation, Customer Delight is based on customer awakening level and positive emotion which is different from Customer Satisfaction model. It is clearly to see the discrepancies between Customer Delight and Customer Satisfaction.
Keywords
Customer Delight Index Contents Model; Catering Brand; Starbucks;
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Times Cited By KSCI : 1  (Citation Analysis)
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