Service Delight and Brand Love: Its’ Impact on Premium Price and Word-of-Mouth

Organizations have come to realize that beyond satisfaction, customers desire an emotional attachment with brands, developing true love or hate feelings towards them. Now, can this feeling be visible in the intangibility of services sector? This research has focused on Brand Love and its’ relationship customer delight when are concerned. Three specific dimensions were explored: physical environment where service takes place, innovation factor as well employees provide it. The methodology adopted for consisted construction a structural equations model conveyed by questionnaire. By analyzing obtained results using SmartPLS software, we found service's context, also verified. is possible due regarding service, mostly dimension surrounding provided. We verified brand generate positive word-of-mouth, willingness pay superior cost same service. These reinforce importance brands should place their tangible assets own ambassadors while growing profitability margins. DOI : https://doi.org/10.54663/2182-9306.2023.sn13.156-176