Focusing on sporting events as an important segment within the tourism and travel industry, this study establishes that the service quality – delight – loyalty system complements a service quality – satisfaction – loyalty one. The findings highlight that prior consumption experience with...

Prior research has validated the importance of consumer delight and satisfaction for explaining consumer loyalty. This study extends our existing knowledge of how delight and satisfaction affect (in a nonlinear way) consumer loyalty. It explains a negative quadratic relationship between...