A Relationship Marketing Perspective on Delight, its Antecedents and Outcomes in a Banking Context

This study aims to explore the influence of surprise and delight on the loyalty intentions of retail banking customers in an emerging market context. This study also considers the moderating effect of trust on these relationships.

Svotwa, T.D., Makanyeza, C., Roberts-Lombard, M. and Jaiyeoba, O.O. (2023), “A relationship marketing perspective on delight, its antecedents and outcomes in a banking context”, European Business Review, Vol. 35 No. 3, pp. 306-336.