The Transformation of Customer Satisfaction Become Customer Delight

Christian Wiradendi Wolor, Hady Efendy


Consumer satisfaction is considered a prerequisite for the emergence of positive behavior. It is not always the case. Several previous studies have suggested that it is not enough to simply provide satisfaction for customers because there is some low correlation between satisfaction and loyalty. This may explain why satisfied customers still leave the company. Executives from reputable companies engaged in services affirm that it is not enough to simply provide customer satisfaction, and is a priority to drive customer satisfaction into customer delight. The aim of this research is to analyze the influence of customer delight in improving customer commitment and customer loyalty. The field method and questionnaires were used to collect data. Statistical tools used in this research is Structural Equation Model (SEM). Data are analyzed by using statistical software LISREL 8.5. The result shows that brand trust, customer satisfaction, customer delight, customer commitment have positive effect on customer loyalty. Customer delight has the most influence on customer loyalty.

Full Text:




  • There are currently no refbacks.

Copyright (c) 2017 Case Studies in Business and Management

Case Studies in Business and Management    ISSN 2333-3324    E-mail:

Copyright © Macrothink Institute 

To make sure that you can receive messages from us, please add the '' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.