Why delighted customers are not loyal? Moderating role of involvement context and switching costs

It has gained consistent finding that the real way of increasing customer loyalty is not only to increase customer satisfaction but also to enhance delight. This paper explored the moderating role of involvement context and switching cost on the relationship between customer delight and loyalty depending on a survey of department store and hairdressing service. The research based on the regression analysis method finds that the involvement context and switching costs significantly moderated the relationship between customer delight and loyalty. Additionally, involvement context had significant interactions with switching costs on the relationship between delight and loyalty. This research clearly explains the path between customer delight and loyalty, which can provide a new way of strengthening customer loyalty.