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The conventional concept of service excellence gave importance on delighting the customer [4].
The costs associated with delighting customers should be explored and this should lead to a realization that it would be too costly to try and delight everyone.
He also offers practical outcomes from delighting customers.
In some situations, consumers may infer delighting instances as "cute," while in others, delight may take on imposing ramifications for future patronage.
Brand Keys describes a delighting brand as one that excels at offering meaningful experiences with products and services at a higher level than its competitors.
Such departments often work against profitably delighting customers.