Purpose: With increasing competition in the marketplace, there is a greater push for exceeding customer expectations and delivering customer delight to ensure firm’s success. The main reason for this push is the beneficial outcomes for the firm. More recently, hidden benefits have been...

Purpose The purpose of this paper is to combine the evolving fields of customer delight and positive psychology to investigate a broader conceptualization of customer delight. Furthermore, to investigate antecedent variables that impact this broader conceptualization. Design/methodology/approach...

Purpose Deciding on the appropriate level of service is one of the paramount decisions a firm must make. Making this decision more complicated is the debate regarding the viability of aiming for the highest level of service or customer delight. One avenue of research missing from the literature...