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high positive emotions such as delight might supplement the satisfaction concept (Oliver and Rust, 1997).”

“Satisfied customers will also tell others about their favorable experiences and therefore connect in positive word - of - mouth advertising (Richens, 1983; File & Prince, 1992). “

“Positive word of mouth publicity is mostly useful in collectivist Middle Eastern cultures where social life is planned in a way to improve community relationships with others in the society (Hofstede, 1980; Hall and Hall, 1987).“

Customers who are dissatisfied, is more likely to switch brands and become active in the negative word of mouth advertisement of the brand. Furthermore, behaviors such as replicate purchase and word-of-mouth straight influence the feasibility and profitability of a firm (Dabholkar et al., 1996). A study was conducted by the Levesque and McDougall (1996) confirms and resistant the idea that unsatisfactory customer service results in a drop of customer satisfaction and hesitation to recommend the services to others. This would lead to large number of customer switching rate of customer to another brand as well as the negative word of mouth.

A well known academic article on customer delight is by Oliver, Rust and Varki (1997). The authors give delight both hypothetical and an applied perspective, “Delight appears as resulting from a Blend of pleasure and arousal (p 318).In their article they have presented a model and test it which has both “delight sequence” and a “satisfaction sequence” which leads to intentions of the customers.

Model was tested using two consumption experiences - a recreational wildlife theme park and a symphony concert. In the test the direct and indirect effects on both consumption experiences on both delight and intention were not constant for the both experiences. “His indicates the probable effect of the moderating variables on the impact of delight on behavioral intentions. Oliver, Rust and Varki (1997).

The model tested in Oliver, Rust and Varki is essentially a conceptual psychological model of the process of delight that can occur within consumption experiences of the customers. From the model of Oliver, Rust and Varki (1197) provide the evidence that delight has three direct antecedents such as Surprising consumption, Arousal or Heightened activation and Positive affect, all these three leads to customer delight. Model develops new insight concerning that produce delight when situation triggers surprise in a content of positive affect and arousal.

The conservative wisdom is that if you have satisfied customers then you will have loyal customers. Its Sounds right, but its wrong said by Dr. John T. Self). Not only satisfaction of customer can create loyalty but it's more then just satisfying the customers. As further he explains that in his opinion loyalty frequently develops when customers get concerned with the company over the ordinary transaction, mean that all the companies are providing the homogenous services and now customers require other then normal services provided by the company, customers looking beyond then they expects so that they can felt delighted and over whelmed.

Berman in 2005 suggested that organization have to do more then what the customer expects from them and delighting the customer rather then just satisfying them. Berman differentiate customer delight and s