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- Publisher Website: 10.1016/j.jbusres.2022.04.031
- WOS: WOS:000799247400016
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Article: How Firms Can Create Delightful Customer Experience? Contrasting Roles of Future Reward Uncertainty
Title | How Firms Can Create Delightful Customer Experience? Contrasting Roles of Future Reward Uncertainty |
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Authors | |
Issue Date | 2022 |
Citation | Journal of Business Research, 2022, v. 147, p. 477-490 How to Cite? |
Abstract | The recent emergence of customer experience management has sparked renewed interest in customer delight. Building upon social comparison theory and the uncertainty literature, this research examines a dual-path model (surprise and exclusivity) for creating delightful customer experience through bolstering self-enhancement and a contrasting moderating effect of future reward uncertainty in reward programs. We posit that a surprise (vs. exclusive) reward has a positive effect on customer delight through self-enhancement, but only when perceived uncertainty of receiving a similar reward in the future is high (vs. low). We verify our predictions with data from a laboratory experiment and a field survey, supplemented with multiple waves of customers’ actual behavioral loyalty data and confirm the impacts of customer delight on attitudinal (repeat and WOM intentions) and behavioral (both short- and long-term) loyalty. Our findings offer companies actionable managerial guidelines for building customer loyalty through creating delightful customer experience. |
Persistent Identifier | http://hdl.handle.net/10722/312719 |
ISI Accession Number ID |
DC Field | Value | Language |
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dc.contributor.author | Zou, LW | - |
dc.contributor.author | Yim, BCK | - |
dc.contributor.author | Chan, KW | - |
dc.date.accessioned | 2022-05-12T10:54:38Z | - |
dc.date.available | 2022-05-12T10:54:38Z | - |
dc.date.issued | 2022 | - |
dc.identifier.citation | Journal of Business Research, 2022, v. 147, p. 477-490 | - |
dc.identifier.uri | http://hdl.handle.net/10722/312719 | - |
dc.description.abstract | The recent emergence of customer experience management has sparked renewed interest in customer delight. Building upon social comparison theory and the uncertainty literature, this research examines a dual-path model (surprise and exclusivity) for creating delightful customer experience through bolstering self-enhancement and a contrasting moderating effect of future reward uncertainty in reward programs. We posit that a surprise (vs. exclusive) reward has a positive effect on customer delight through self-enhancement, but only when perceived uncertainty of receiving a similar reward in the future is high (vs. low). We verify our predictions with data from a laboratory experiment and a field survey, supplemented with multiple waves of customers’ actual behavioral loyalty data and confirm the impacts of customer delight on attitudinal (repeat and WOM intentions) and behavioral (both short- and long-term) loyalty. Our findings offer companies actionable managerial guidelines for building customer loyalty through creating delightful customer experience. | - |
dc.language | eng | - |
dc.relation.ispartof | Journal of Business Research | - |
dc.title | How Firms Can Create Delightful Customer Experience? Contrasting Roles of Future Reward Uncertainty | - |
dc.type | Article | - |
dc.identifier.email | Yim, BCK: yimbck@hku.hk | - |
dc.identifier.authority | Yim, BCK=rp01122 | - |
dc.identifier.doi | 10.1016/j.jbusres.2022.04.031 | - |
dc.identifier.hkuros | 333040 | - |
dc.identifier.volume | 147 | - |
dc.identifier.spage | 477 | - |
dc.identifier.epage | 490 | - |
dc.identifier.isi | WOS:000799247400016 | - |