Managing for Quality and Performance Excellence 9th Edition by James Evans,William Lindsay

Exercise 32

An article in the Harvard Business Review (Matthew Dixon, Karen Freeman and Nicholas Toman, "Stop Trying to Delight Your Customers," July-August 2010, pp. 116-122) suggests that delighting customers by exceeding service expectations does not build loyalty, but that reducing the effort customers must do to get a satisfactory resolution to a service issue does. Do you agree or disagree with these findings and why? Are they necessarily at odds with one another?