Investigating the impact of service quality on customer delight

Service quality acts as a vital link in constructing and maintaining high-quality rapport with customer. Due to innate dependability of satisfaction of customer on service quality, delighting customer experience in service industry becomes prerequisite for survival. In this research, we examine the connections among four constituents of the service quality (service response, felt value, architecture and atmospheric) to the customer delight. Data is collected from 180 customers through a survey to analyze the relationship among the four constituents of service quality and customer delight. The two of the four factors of the service quality (service response and atmospheric), significantly affect the level of customer delight in restaurants. Atmospherics has the highest influence on the service quality amid the four components of the service quality. Additionally, it was found that customer delight is moderately affected by remaining two variables, i.e. restaurant architecture and felt value. This paper suggests potential practices to restaurateurs for enhancing customer delight by refining their knowledge of the value about service response, felt value, architecture and atmospheric.