A systematic review of theoretical, methodological, contextual, and content-related foundations of customer delight research

This systematic review applies the Theory, Context, Characteristics, and Methodology (TCCM) framework to critically examine the theoretical, contextual, characteristic, and methodological foundations of customer delight research over the past 26 years. The review synthesises findings from 161 publications to assess how customer delight has been conceptualised, studied, and applied across various industries and contexts, including physical and digital environments. Four dominant theoretical frameworks – emotion theory, disconfirmation theory, needs-based theory, and cognitive appraisal theory – are identified as key to understanding and operationalising customer delight. Methodologically, the review reveals a strong emphasis on quantitative and experimental research, with a noticeable gap in design-oriented studies that provide actionable insights for practitioners. Contextual analysis highlights an imbalance in research focus, with digital environments being underexplored despite their growing relevance. The review concludes by recommending future research directions, including the exploration of physical measures of delight, increased attention to practical design solutions, and a deeper investigation into customer delight in digital contexts.