ABSTRACT
Customer satisfaction has long been the keyword for market success. However, with customers gaining an edge over the marketers, they gradually gained in knowledge and experience. So it became mandatory for marketers to anticipate and exceed customer expectations rather not just fulfill them. Thus, satisfaction gave way to customer delight. In 1984, Kano re-introduced the concept of delight from a different perspective. According to Kano’s model of customer delight, any product or service should have some attractive attributes which contribute to creating delight. Successful marketers identify the attractive attributes that need to be incorporated in the product or service so as to maximize delivery of delight. Customer delight has been found to be an antecedent of customer retention or loyalty and has a positive impact on profitability. Customer delight nurtures trust amongst the target audience, which gradually translates into loyalty.
