2014 Volume 55 Issue 12 Pages 888-897
In order to clarify the content and structure of the customer delight, and the relationship of customer delight to the customer satisfaction, the content analysis on reviewed data of impressed customers written on the internet has been done by focusing on clothing related services in this research. Also a qualitative analysis towards semi-structured interview data of clothing related services has been done by the use of the investigative interview technique. According to the analysis, it can be seen that the customer delight as the positive affect, mainly the joy, the affect of peace and excitement will be cited; while the customer delight as the recognition of unexpectedness can be seen in the occasion of the sudden, inexperienced, actually happened and experienced things with less feasibility, and after all the unexpected. Furthermore, the four types of customer delight were classified based on the two axes of positive affect and recognition of unexpectedness. It has been suggested that customer delight and customer satisfaction can be depicted each as a kind of psychological phenomenon in different fields, and the difference between the two depends on the existence of recognition of unexpectedness.
