Article Review on Customer Delight and Bottom Line

Running head: MARKETING
Article review on customer delight and bottom line
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MARKETING
Table of contents
Similarities and differences........................................................................................................2
Complementary and contradictory elements..............................................................................2
Comparison between the two articles........................................................................................3
Comparison to the other papers..................................................................................................4
Recommendations......................................................................................................................5
References..................................................................................................................................6

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MARKETING
Similarities and differences
When the customers are levied with a product and services, they are satisfied or
delighted. On the other hand, turnover takes place when they are not satisfied. In this case,
they return the products and seek for replacements to get the exact product, which they
ordered for. In order to avert these discrepancies, these brands conduct customer surveys for
gaining an insight into the drivers of satisfaction (Keiningham et al. 1999). In the responses,
the difference between satisfaction and delighted is reflected. Satisfied indicates that the
customers have got the product that they wanted or desired for and delighted projected that
they got more than their desires or expectations.
The difference also lies in the way of monitoring and controlling the customer
satisfaction. In this, the parameter covers the necessary skills applied by the academicians
and the practitioners. In case of practitioners, Keiningham et al. (1999) states that customer
satisfaction is perceived according to the behaviours exposed by the customers after the
launch of a particular product or service. Typical evidence of this lies in the aspects of
increased share-of-wallet, resulting in the positive word of mouth. On the contrary,
academicians consider theories for segmenting the different customer behaviours. This
approach is considered to be something beyond the ‘mere satisfaction’.
Complementary and contradictory elements
Delight is composed of 3 essential elements- high performance levels, positive effect
and arousal. High performance level is that of the brands in case of gaining higher customer
satisfaction. This is through the means of delivering quality products and services. According
to Keiningham et al. (1999), high supply and demand results in the positive word of mouth,
enhancing the fame and reputation of the brands. Sustainability is accounted as one of the
other complementary elements in case of customer delight. Using diagnostic systems like that
of Roche is an initiative towards improving the standards and quality of the customer