Abstract

JAIYEOBA, Olumide; MAKANYEZA, Charles; ROBERTS-LOMBARD, Mornay  and  SVOTWA, Tendai Douglas. Antecedents and outcome of customer delight in the banking industry in Botswana. JCMAN [online]. 2025, vol.22, n.1, pp.26-50. ISSN 1815-7440.  https://doi.org/10.35683/jcman1098.281.

PURPOSE OF THE STUDY: This study aimed to establish the determinants and consequences of customer delight in Botswana's banking industry DESIGN/METHODOLOGY/APPROACH: Data were secured from 332 customers in Botswana's retail banking industry. Convenience and purposive sampling were used to select the final respondents for analysis. The first part of the instrument had a consent statement and screening questions to ensure the relevance and suitability of targeted respondents. The second part of the instrument explicated demographic metrics, while the third part elucidated respondents' patronage behaviour regarding identification and choice of commercial banks where respondents held respective bank accounts. The fourth part of the instrument focused on the scale items of the various subconstructs for the study using a seven-point Likert-type scale. Scale metrics were adapted from measures in extant literature. Data were collected through the observation of COVID-19 expectations. Hypothetical relationships between delight and perceived employee service delivery skills, service quality, joy, surprise, and behavioural intentions were analysed using structural equation modelling with Amos 27.0 FINDINGS: Results showed that perceived employee service delivery skills had a positive and significant influence on delight. Service quality, joy, and surprise were found to have an insignificant effect on delight. Delight was found to have a significant positive effect on behavioural intentions RECOMMENDATIONS/VALUE: Managers need to communicate with customers to increase personalisation and familiarity with banking service metrics with a view to experiencing delight and behavioural intentions MANAGERIAL IMPLICATIONS: The study provides practical insight into cognitive and emotional dynamics concerning service delivery in the service industry for managers, marketers, policymakers, and customers JEL CLASSIFICATION: M31

Keywords : Behavioural intentions; delivery skills; delight; joy; perceived employee service delivery skills; service quality surprise.

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