Enhancing Service Loyalty
研究以体育赛事为例，发现服务质量-愉悦-忠诚路径补充了传统的服务质量-满意-忠诚路径，且先前消费经验会降低服务评价但增强愉悦对忠诚的影响。
Focusing on sporting events as an important segment within the tourism and travel industry, this study establishes that the service quality–delight–loyalty system complements a service quality–satisfaction–loyalty one. The findings highlight that prior consumption experience with a service coincides with lowered service evaluations while it amplifies the impact of customer delight on customer loyalty. In turn, this study provides practical insights into service quality dimensions for managing customer loyalty.