Encantamento do cliente: proposição de uma escala para mensuração do constructo
Main Article Content
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.
Downloads
Download data is not yet available.
Download data is not yet available.
Article Details
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
Section
Articles
This journal remains the copyright holder of articles published. In order to be published, authors must sign the Transfer of Copyrights Document, which is sent to the authors by e-mail, thus granting rights, including on translation, to the Journal of Contemporary Administration. The journal grants third parties the right to use, reproduce, and share the article according to the Creative Commons license agreement (CC-BY 4.0), as stated in the article’s PDF documents.