Enhancing Service Loyalty: The Roles of Delight, Satisfaction, and Service Quality

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.