The relationship of Brand Loyalty with customer delight have always been concentrated upon due to the changing buying patterns as different brands come into the market. Customer satisfaction is the best indicator of customer making purchase in the future which helps the firm gain competitive advantage and increase market share. In order to gain competitive advantage marketers are not only concentrating on satisfying their customers but taking a step ahead in delighting or ecstasies their customers by providing something in addition of what is expected. In addition, long term relationships with customers often means a greater resulting profitability as their economic positions improve over time. Providing satisfactory service most of the time and delightful service in the right moment is often enough for any company to make their brand and service stand out in customers mind. Satisfaction has also been linked with purchase intentions. Customers purchase a brand which they feel will make the most of their satisfaction; therefore they are more likely to purchase it, if their expectations of a particular brand are high. In this study, total 200 customers were selected from Indore city. The result indicated that there is a relationship between customer delight and brand loyalty.
Customer Delight, Brand Loyalty, Delightful Services, Long term Relationship, Profitability, Repeatedly Purchases
