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The Effects of Delight in Product Marketing

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Delight refers to the feeling which follows after satisfaction has been attained. Most customers in the market value a product based on advertisements made in the media and when their expectations are met then they feel satisfied. However, when a producer goes ahead to give his/her customers more than they expected, they always end up excited and this brings in more clients as well as maintain the existing ones. Marketing and the success of a business is not all about how much one invests financially into advertisements but a psychological aspect of improving sales. However this might not turn out as expected when a customer comes to a business premises, buys an item only to end up disappointed. This leads to the managerial question as to how does one obtain and retain a client. It has been said time and time again that it is easier to retain a client than to get a new one but how does one achieve this? This is where the concept of customer satisfaction comes in. Satisfaction is intangible and therefore cannot be quantified but can be judged by the response received from the client.

Data collection materials and Methodology

Data was collected from the participants using questionnaires which had weighted answers. Further, the questionnaire allowed them to express their view which would later be used adding weight to discussion of the field exercise. The exercise collection involved issuing of questionnaires which were simple and outright. The participants were expected to give tick their view in weighted check boxes which would then be used to compute the desired statistical inference in support of or against the proposed study. In order to collect data, customers who shopped  some of the most widely advertised poducts in the media were approached and feedback on how they felt after buying the products were collected.

This was solely from the participants’ perspective and their expectations.  55.4% of the people who answered the questionnaire indicated that they were satisfied by what they received though the producers could do better than that. 44.6% said that the producers fell short of what the marketing team promised and as a result they did not get satisfied. The 55.4% of those who took part in the exercise were asked what the effect would be if the consumer offered them additional products to go along with what they had bought. 78% of the said that they would be excited provided that the producers met their prior promise of standard goods and delight would follow if they went ahead to offer more than they had been. Some of the examples cited included after sale services, promotions, excellent customer care and free advice on how to use certain products.

When customers visit a business premises they are willing to pay for what they were promised and failure to meet their needs leads to dissatisfaction. From this argument it is clear that customer satisfaction and service quality are not interchangeable concepts but rather complementary ones. When most organizations achieve this state, they always feel relieved that they are meeting their customers’ expectation and on the customer’s side they get to a good feeling about it and buy more. This is based on the fact that feelings drive one’s decisions and people love doing what pleases them (Robin). Of course this is worth having peace of mind but does that mean that is all what producers can offer? No, they can offer more than this. When a producer goes beyond the customers’ expectatioons they are delighted and they feel that they are connected on a whole new and different level. When customers feel that they have a caring partner in business they are bound to plough back more into the trade. This is what many producers call achieving one’s objectives. This is supported by the argument that consumers’ attitude towards a service provider is built on their prior expectation and what they are received.

Data collection tool

Questionnaire

  1. What was your unique purchase for today?
    1. How did you come to learn about?
    2. Do media adverts influence your decision making in buying products?
    3. If yes, to what extent?
  2. Do producers sell what they advertise?
    1. If no, how would you like them to approach the issue?
    2. If yes, how would you feel if they offered more than what they promised?
    3. Would you purchase more if they offered quality goods without incentives compared to lower quality goods?

Conclusions

Delight results in behavioral outcomes such as repurchase, positive word of mouth, etc. that are substantially better than mere satisfaction can provide. In other words this relationship is nonlinear and there are thresholds of satisfaction beyond which little benefit is obtained. Referring to the graph we see that improvement in satisfaction first has considerable impact because problems are being solved. Much further progress is not experienced until the extreme right of the curve, the point at which positive surprise (delight) is reflected. Delight is very effective at building loyalty and devotion, much more so than mere satisfaction.

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