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The present research aims to summarize the literature on customer delight, identify trends and debates, create an instrument to measure delight and propose directions for future research.

A comprehensive review of the literature has been undertaken. Flowing from a variety of conceptual, qualitative and quantitative articles, operational measures have been identified, and an instrument to measure customer delight has been proposed.

Past research on customer delight identified various emotions that trigger delight, as well as human needs, traits and behaviors associated with delightful experiences, and features of the service experience commonly related to delight. On the basis of these findings, the researchers have developed an instrument to measure customer delight.

The proposed instrument enables managers to measure customer delight in various service settings. Measuring and attaining higher levels of customer delight can help generate greater loyalty as compared to customer satisfaction.

The authors unify the conceptualization and measurement of customer delight and create a new instrument to measure the construct. Similarities and debates in the past research are identified, and directions for the future of customer delight are presented. Future studies can further test and validate the presented instrument in various service industries.

The purpose of this paper is to uncover how emotions change (or remain constant) throughout the course of the vacation experience. Although the importance of affective experiences has been recognized in the literature, the momentary effects of each stage of the vacation on the overall appraisal of the experience deserve more attention.

A survey instrument was developed using the PANAS scale. Customers were asked for their emotions at different points of their vacation. Data were analysed using multinomial logistic regression, correlations and path analysis.

The results indicate that it is possible for guests to experience different affective states at different parts of the vacation experience. Furthermore, it is also likely for each service experience to impact the next service, in spite of the apparent distinction between them. Finally, the researchers noted the tendency of consumers to recall mostly positive emotions, thus raising the possibility of various kinds of memory biases in recalling a vacation experience.

Emotions are by their very nature momentary. Consequently, these affective states can change over time, especially over a vacation spanning several days. Therefore, the present research contributes to the literature, in that it measures emotions at various points in time, determines the impact of emotions towards one service provider on the next and ascertains the impact of said emotions on the overall vacation experience.

Adopting a socio-spatial approach, this study develops a consumer-centric conception of service experience customization. In contrast to existing service customization research, which has focused on company-centric approaches, the purpose of this paper is to examine the practices through which consumers use, abuse, subvert, transform, or complement organizational resources to construct their consumption experiences.

The empirical context for this study is a Meetup group: a consumer network organized around members’ shared interests and activities in theme parks. The research utilized participant observation of members’ face-to-face activities during two years and over 80 events, interviews with key informants, and content analysis of online interactions.

The findings outline how consumers interact across physical and virtual spaces utilizing technologies and material objects. The data are used to propose a new consumer-centric conceptualization of experience customization, distinguishing between three modes: collaborative co-production, cooperative co-creation, and subversive co-creation.

It is argued that the three modes of customization provide a way to understand how consumers mobilize and (re)deploy organizational resources to create experiences that may complement existing service propositions, but may also transform them in ways that challenge the service provider’s original goals and expectations. Furthermore, this study identifies the factors that shape which modes of customization are possible and how they are enacted. Specifically, the discussion examines how experiential complexity, governability, the compatibility of consumer and organizational practices, and the collective mobilization of resources may determine the scope and form of customization.

Despite multiple studies of customer delight in various service industries, limited research exists in the hedonically driven theme park context. The purpose of this paper is to explore the key drivers of customer delight and outrage in theme parks by analyzing TripAdvisor’s comments from visitors to the top 20 North American theme parks.

Following the analysis of thousands of extremely positive and negative comments using MAXQDA qualitative software, keywords drivers of delight and outrage were identified. The researchers applied both thematic and root cause in order to ascertain the sources leading to both positive and negative consumer feedback.

Delighted guests relayed various aspects of their experience including positive affect experience, positive value perceptions, and limited wait times. Root causes that influenced customer delight included: excellent core product, quality food and beverage, servicescape, pricing decisions, and low visitor demand or sensible admissions policies. Outraged guests described various aspects of their experiences such as negative perceptions of value, long waits, poor customer service, and negative emotions. Root causes for customer outrage included low quality or deficient core products, poor quality of food and beverage, poor facility maintenance, aggressive pricing decisions, poor staff selection, training, and working conditions, and high customer demand on any given date or aggressive admissions policies.

The present research is unique in that it exposes the key themes of customer delight and outrage in the theme park setting, presents a conceptual model, and analyzes its root causes.

The purpose of this paper is to draw upon the theory of consumption values and the experiential value scale to develop a conceptual model concerning hospitality customer’s use of self-service technologies (SSTs) and their impact on consumers’ service experience.

Questionnaires were administered to 220 hotel and restaurant customers. The researchers tested the hypotheses by using descriptive analysis, confirmatory factor analysis and path analysis.

Both extrinsic and intrinsic attributes of SSTs influence consumers’ satisfaction with SST usage significantly, while the extrinsic attributes play a stronger role. It is worth noting that while the intrinsic attributes have a significant impact on consumers’ transcendent service experience, the extrinsic attributes negatively influence such experience.

The findings help managers create effective strategies to better match consumers’ needs and to deliver more customized self-service experience. The role of SSTs can be expanded beyond functional attributes to satisfy consumers’ curiosity, foster customer–customer interactions and personalize consumer experience.

Although most SSTs research focus on technology adoption intention, features, functionality and benefits to the service provider, this research is among the first attempts to examine the role of SSTs in creating better consumer experience. The bidimensional conceptualization of SSTs experience developed in this research suggests that SSTs in the hotel and restaurant sector should be utilized for reasons beyond their utilitarian attributes: SSTs should be designed to help create a transcendent service experience.

Throughout this chapter you will be exposed to the meaning and types of ethnographic research. An emphasis will be made on the use of ethnography in hospitality and tourism settings. Variations of ethnography such as netnography, chrono ethnography, and ethnographic interviews are explained along with their benefits and drawbacks. This chapter includes guidance on how to conduct an ethnography including the scope and context, length of the project, access to and selection of informants, position of the researcher, issues of concealment or disclosure, and the language used to write the ethnographic narrative. Furthermore, you will be exposed to some of the principal forms of analysis in ethnography including thematic, domain, taxonomic, componential, sociograms, and typologies. Finally, this chapter provides examples of some of the main decisions involved by a researcher engaged in ethnographic inquiry.

Asynchronous video interviews (AVIs) enable recruiters and job candidates to conduct and review employment interviews at different points in time, promising improved cost and time efficiencies for all users. This research aims to investigate the implementation and normalization process of AVI in the hospitality industry with the unified theory of acceptance and use of technology (UTAUT) and the normalization process theory (NPT) providing theoretical support.

Semi-structured interviews have been conducted with hiring managers from three different hospitality companies, which were in different stages of the implementation process. The data have been recorded, transcribed and coded according to the UTAUT and NPT constructs, revealing emergent themes.

Five overarching themes emerged: AVI effort and efficiency expectation; augmentation to the interview process; challenges for the applicant; challenges for the recruiter; and issues with applicant interviewing aesthetics. Additional coding and analysis with NPT identified the following in terms of evaluation of the implementation process: participants’ implementation activities showed a tendency to emanate from cognitive participation (relationship work), leading to coherence (sense-making work), followed by collective action (enactment of work/operational work) and finally reflexive monitoring (appraisal work).

Findings from this research include recommendations for the best practices integrating AVI into the hospitality employee selection process.

Given the increased demands on the recruitment and selection of talent in the hospitality industry, several organizations have turned to mechanized HR software platforms. The impact of interview modalities and particularly AVI has received limited research attention, thus this study expanded this new stream of literature. Furthermore, this research is among a nascent stream using NPT to evaluate the implementation and normalization of this new technology.

This paper aims to understand how male and female hotel guests become delighted customers. It aims to present the similarities and differences along with respective implications for theory and application.

During a period of three months, tourists were interviewed at an upscale Florida hotel. A total of 208 semi-structured interviews were conducted. The script for the interviews was based on an interview protocol used by Crotts et al. Adapted from a previous customer delight study (Torres and Kline), a codebook was developed to determine the salient themes that emerged during the interview process. Interviews were coded independently by three experienced reviewers using the process of content analysis.

The results demonstrated that while men and women agreed on most aspects of the service experience that led them to feel delighted, there were other aspects of the delight experience that seemed to vary by gender. More specifically, female guests were more likely to be delighted by employee friendliness and professionalism. In contrast, male tourists appeared to be more likely to be delighted by having their needs met, by efficient and timely service and by the availability of complimentary amenities or upgrades.

The present study contributes to existing literature by demonstrating that men and women can potentially be delighted by different aspects of the service experience. Such information can potentially benefit hospitality industry practitioners to deliver service experiences desired by each gender.

Ekinci et al. proposed that the ultimate evaluation of customer experiences can be highly individualized by elements such as personality. The present research argues that the process of delighting customers might be more complex than originally conceived. Accordingly, the results suggest: a universal set of criteria will tend to delight all guests, and a more specific set of criteria will potentially delight guests of a certain gender. Future research is encouraged to quantitatively validate the findings and explore other factors that impact customer delight such as personality, age, income and culture.

This study aims to expose the challenges associated with theory development and its implementation, as it relates to services marketing and hospitality management. The author summarizes the literature, creates a conceptual model and proposes directions to bridge the theory–practice divide.

The author synthesizes and extends the literatures of services marketing, general marketing and hospitality management through a systematic literature review. A conceptual model is created to illustrate the challenges related to theory development and implementation.

Four types of theory challenges and three contemporary practical challenges are presented. The challenges for theory development include a communications gap, difficulties in applying universal theories into idiosyncratic organizations, researchers disconnected from practice and practitioners disconnected from research. Contemporary practical concerns include: human resource constraints, customer behavior and misbehavior and the organizational and business environment.

Managers can bring contemporary business challenges to the forefront by collaborating and writing with scholars. Similarly, keeping abreast of the latest advances in customer service, applying best practices in human resource management, educating and cocreating with customers are among several recommendations proposed to managers and marketers. Internal and external scanning can assure that managers engage in efforts to reduce barriers to implementation and improve services in their organizations.

Despite the decades-long study of customer service, organizations still struggle to deliver exceptional service. This study informs scholars on developing and communicating theories and managers on how to better access and interpret the latest research. In order for research to be successfully generated and implemented, scholars can engage in efforts aimed at joint (researchers and managers) idea generation, publication in multiple outlets, sampling that resembles real life, adoption of contingency theories and reconsidering journal editorial and institutional policies.

For most customers, the vacation experience is enjoyed in the company of others; thus, studying customer-to-customer interactions becomes critical. This research aims to explore customer-to-customer interactions and their impact on the guest experience.

An ethnographic approach was taken to study a tour group over the course of two weeks. The author was a covert researcher and a member of the touring group.

Individuals gained social status both among fellow travelers and also among friends and family by virtue of their travels, the stories told, pictures shared and social media postings. The group became highly cohesive in a short time span, which led to an “in” and “out” group dynamic. Informants were more prone to take risks, owing to both their status as travelers and the group dynamics. The consumption of alcohol was observed along with its positive and negative effects. It was also noted that group members influenced one another during the process of assigning gratuities to the tour guide.

The marketing of hospitality and tourism services can stress benefits that go beyond one single vacation. Companies can engage in more vigorous efforts to facilitate positive customer-to-customer interactions to enhance the guest experience. Finally, given the speed of group processes and formation of a cohesive environment, organizations should be vigilant of how both employees and customers interact in the early stages of group development.

Even though mature travelers have been the subject of much research attention, the interactions, habits and influence of young travelers in the literature is underrepresented. Furthermore, the present research challenges the previously held assumption that services are simultaneously produced and consumed. Using pictures, social media posting and stories, informants recall and continue to experience benefits from their vacation.