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