Several authors (see for example Pine and Gilmore 1998 and 1999, Shaw and Ivens 2002, The authors first note that satisfying customers is not enough to retain them. Instead, loyalty
may be a function of delight. Because most customers’ emotions range from moderately satisfied
to moderately dissatisfied, they are not particularly store loyal. But customers who are delighted
will become loyal buyers and tell others. The outraged will defect and never return. The focus here,
then, is on customer delight and its opposite, rage, both considered more intense than satisfaction
and dissatisfaction, in an attempt to understand the customer’s emotions and the effect of emotions
on loyalty.