University of North Carolina Wilmington
University of North Carolina Wilmington

Swain Center: Executive Education and Economic Development

Service Excellence and Customer Delight

Custom Program

UNCW, Wilmington, NC

Request this program

Note: if you cannot pay by credit card, please email for a payment form and instructions for payment by check.

UNCW Faculty/Staff/Alumni receive a discount. Please email if you would like to register and pay via IDI.


Course fee includes:

  • handouts and course slides
  • parking pass
  • certificate of program completion

Why are your satisfied customers leaving?

With increasing competition, shrinking profits and other market forces the need for market driven value is at an all-time high. One cutting edge tactic to achieve this value is to create delighted customers. As such, this course is designed to educate participants in several areas to help guide customer delight initiatives. Content areas include but are not limited to:

  • the differences between customer satisfaction and customer delight
  • how to accurately measure customer delight
  • key antecedents and outcomes of customer delight
  • how the modern firm can strategically aim to delight their customers

After completing the workshop, participants will:

  • Find out whether your customers are merely satisfied or delighted; satisfied customers have lower loyalty.
  • Learn the value of delighted customers (increased sharing with social circle, number of repeat purchases, etc.)
  • Discover what causes customer delight--such as employee attitudes.
  • Create measurement tools specifically for customer delight.

At the end of the seminar all participants should be able to assess not only the level of delight in their company but also have an ability to develop tools and ideas to increase delight in their customer base.

Donald Barnes, Ph.D. is an assistant professor of marketing. His research is focused in the service environment, with an emphasis on the impact of perceived and actual customer delight on the customer, employee and firm. His research has been published at various national conferences and journals including Journal of Service Research, Journal of Services Marketing, Journal of Business Research, Journal of Personal Selling and Sales Management, and Journal of Marketing Theory and Practice. He also serves on the editorial review boards for the Journal of Marketing Theory and Practice and the Journal of Services Marketing. His primary teaching responsibilities include marketing intelligence and communication, as well as the research design course.