After-service gifts: evaluating how presence, context and value impact customer satisfaction and customer delight

Many firms aim to create positive emotional experiences, and even delight, for their customers with the end desire of creating loyal customers. However, there is a lack of research evaluating tactics that firms can employ to create these emotions. In response, the current research evaluates the impact of an after-service gift on customer emotions and ultimately recommendation intentions. Across two studies, results show the effectiveness of the after-service gift in creating customer delight, but not customer satisfaction. Both context (degree of luxury) and value of the after-service gift moderate the relationships between the gift and the customer reaction.