Customer Delight And Purchase Decision: A B2B Perspective

Abstract

As stated by Rust and Oliver, new customer acquisition for a business and maintaining the current customers is the prime task for all marketers & researchers (Rust & Oliver, 2000). In other words, the purchase decision of the customer becomes very important from the perspective of the marketer. Once the customer has purchased from a brand it becomes the company’s look out to maintain the customer satisfied and happy. A happy customer probably can buy the same brand again and again, thus being loyal to the brand. This all depends upon the happiness level of the customer and whether he/ she sees any other alternative competitor as a potential buy. If the company succeeds in keeping the customer happy, then it will result in repeated purchase of the brand by the customer. Thus, the customer satisfaction is transformed into customer loyalty which in turn is been an outcome of customer in delight. There are various developed models pertaining to the concept of Customer Delight.