Encantamento do cliente: proposição de uma escala para mensuração do constructo



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Stefânia Ordovás de Almeida
Walter Meucci Nique

Abstract

Regardless of the great number of academic researches giving prominence to the customer satisfaction, the understanding of what happens to the customer when he/she experiences something beyond satisfaction in post-consumption experience is still incipient. Going beyond satisfaction engenders a deeply positive emotional state regarding the experience of buying or consuming, which is known as customer delight. Although the importance of this construct in the consumer behavior studies, there is still a gap in the understanding about the theme. In this sense, the main goal of this research is to propose and test a scale to measure customer delight, considering the dimensions of the construct and its post-consumption evaluation. Towards such a goal, three consecutive studies were conducted, the first two finetuning the scale and the third performing construct validation. Results suggest content validity, unidimensionality, reliability, convergent validity and discriminant validity of the construct's dimensions. Concluding comments reflect upon the findings and highlight academic and managerial implications for the field, and suggestions for future studies on customer delight are discussed.

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How to Cite
Almeida, S. O. de, & Nique, W. M. (1). Encantamento do cliente: proposição de uma escala para mensuração do constructo. Journal of Contemporary Administration, 11(4), 109-130. https://doi.org/10.1590/S1415-65552007000400006
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Articles
Author Biography

Stefânia Ordovás de Almeida, Universidade de São Paulo Faculdade de Administração, Contabilidade e Economia Programa de Pós-Graduação; Pontifícia Universidade Católica do Rio Grande do Sul; Faculdade dos Imigrantes

Doutoranda em Administração pelo Programa de Pós-Graduação da Faculdade de Administração, Contabilidade e Economia da Universidade de São Paulo (FEA/USP). Professora da Pontifícia Universidade Católica do Rio Grande do Sul e coordenadora do curso de administração da Faculdade dos Imigrantes. Suas áreas de interesse em pesquisa são comportamento do consumidor e marketing de relacionamento