Nearly 20 years ago the concept of customer delight was introduced to the academic literature. Since then a plethora of academics have studied the construct across many diverse contexts. Unfortunately, there has not been a systematic review of delight to date. This research aims to remedy this situation by conducting a comprehensive review of the construct. Key goals of the review include: identifying the overarching themes of the current delight literature stream, highlighting the strengths and weaknesses of delight literature to date, and creating a research agenda that provides guidelines for expanding the breadth and depth of delight research.
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Barnes et al. (2019) studied this question.
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