Research On The Intermediary Effect Of Customer Delight Between Customer Service And Customer Loyalty

With the advent of the experience economy and the impact of experiential consumption,the customer's mental model and consumer behavior are quietly changing.The customer's pursuit of service quality becomes more and more obvious.Customer requirements become diversified.Customer loyalty to enterprises is getting lower and lower.The new Consumption trends have brought new challenges to traditional service-oriented enterprises such as hot pot.Only continue to improve the quality of service constantly,meet the changing needs of customers and maintain customer loyalty enable enterprises to remain invincible.Under the influence of the traditional concept,the traditional service enterprises such as hot pot in China not only lack the attention to customer demand and customer loyalty,but also lack attention to their own service quality management,let alone the innovation of service content or service form.China's economic development has entered a new normal,with the deterioration of the external environment forcing enterprises to transformation and upgrade.The transformation and upgrading of the traditional service-oriented enterprises such as hot pot need the guide from the advanced marketing theory,but also need specific and feasible recommendations as a reference.The view that Customer delight has positive effect on customer loyalty needs more empirical data support.The internal mechanism of Service quality influences customer loyalty is not fully revealed,for the lack of attention to customer delight.Based on the above reasons,this paper uses literature and empirical research methods to explore the inherent relationship of service quality,customer loyalty,customer behavior and customer delight.And this paper provide Feasible practical advice to upgrading and innovation of service of traditional service-oriented enterprises.This paper constructs a theoretical model and puts forward the relevant hypotheses by combing the literature and deducing.Using the mobile WeChat and network questionnaire to obtain first-hand data,Spss19.0 and Amos21.0 to test the reliability and validity of the variables,confirmatory factor analysis to test and amend the measurement model.The relationship between the core variables was verified by path analysis of structural equation.The intermediary effect of customer delight was tested by bootstrap technique.The conclusions are as follows:Service quality has positive positive effects on customer loyalty;Service quality has positive positive effects on customer delight;Customer delight has positive effects on customer loyalty;Customer delight play a partial intermediary role between the service quality and customer loyalty.At the end of the paper,the article discusses the conclusion of the study,suggesting that the hot pot restaurant enterprises how to enhance the quality of service in the details and how to please customers and then move consumption enthusiasm through the management of customers expect.