Customer Delight in Continuing Education: An Empirical Study of Alumni and Learners' Perceptions

Background: Customer delight is best defined as the reaction of customers when they receive a service or product that not only satisfies them but also provides unexpected value or unanticipated satisfaction. It has gained considerable attention during the last two decades as a key strategic differentiator for positioning an organisation ahead of its competition. The effects of delight on the bottom line of financial performance have been studied in numerous industries but not in continuing education. Aim: This study aims to understand and evaluate delight, its drivers, and its effect on loyalty in a continuing education setting, as well as to determine its importance and specific components in predicting loyalty in that setting. Method: This study employed a mixed methods research design with three distinct but connected steps. a) a Reflexive Thematic Analysis, which established the understanding of the concept and identified measurements and antecedents; b) a Delphi Method, which reinforced an understanding of it and created a conceptual model; and c) a quantitative analysis which tested the model with students and alumni. Findings: The research thoroughly examines various factors and antecedents, including staff behaviours, communication strategies, creativity, and complementary services. It illustrates delight's antecedents and importance in fostering and driving loyalty. Furthermore, it advances Delight's theory by affirming that surprise, joy, and esteem are all exhibited dimensions. Conclusion: By recognising the significance of delight as a driver of loyalty, educational institutions can strategically manage their performance to enhance student retention and referral.

URI

https://bradscholars.brad.ac.uk/handle/10454/20937

Type

Thesis

Qualification name

DBA