Abstract
The purpose of the article is to analyze through a service-experience framework the consequences and contingency factors of Service Delivery (SD) in Remarkable Tourism Experiences (RTE) and explore to what extent these factors interact to evoke delight behaviors in customers. The proposal was validated with empirical data from 284 tourists collected through survey method on remarkable experiences in hotels and restaurants. Both an exploratory and a confirmatory analysis were developed using structural equation modeling (SEM). The result highlights to what extent SD components identified (service staff, service availability, and customer service interaction) affect RTE and aid to evoke CD in tourists with high-quality memories. The service-experience model goes beyond the frontline employees with a service-oriented perspective to better understand the emerging factors that provide happiness in customers. The organizational staff is the most important component influencing a customer’s happiness and love feelings. The empirical findings support a model and measurement scale that allows analysis of the impact of SD component statements about customer delight (CD). The study shows the antecedents and interactions among SD emergent factors in RTE, specifically regarding CD behavior. The model proposed in this study links SD components and basic emotions and has important practical implications.
Highlights
Service Delivery (SD) competition in today’s aggressive economy is becoming increasingly significant to the Remarkable Customer Experience (RCE) concept, especially in tourism, where services, relationships, and emotions are important ingredients [1]
Despite previous research showing that positive emotions such as pleasure or joy have a strong influence on customer delight (CD), these findings suggest that to engage high-level emotional responses to deliver Remarkable Tourism Experiences (RTE), the service components are necessary
The service staff leads the interaction among factors beginning in the SD component with basic emotions as catalysts to evoke CD in tourists
Summary
Service Delivery (SD) competition in today’s aggressive economy is becoming increasingly significant to the Remarkable Customer Experience (RCE) concept, especially in tourism, where services, relationships, and emotions are important ingredients [1]. Literature has focused on the explanation and practical implications of RCE components on making services seem more authentic [2]. The RCE concept, introduced by Holbrook et al [5], is cognitive and hedonic, symbolic, and aesthetic in nature [6]. That means it becomes more difficult for service providers to differentiate themselves from others
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