The investigation of the relationship between surprising consumption and positive disconfirmation, and arousal, customers' positive affect and delight in agricultural bank branches of Yazd province

In today's business world, due to the importance of consumer's positive assessment and its impact on customer retention, services sector must pay a special attention to issues such as consumer's delight and positive affect. The aim of this study is to investigate the relationship between surprising consumption and positive disconfirmation, and arousal, customers' positive affect and delight. The research model has been formed from variables such as surprising consumption, arousal, positive affect, positive disconfirmation, and customer's delight. The study population of the research is the customers of agriculture bank branches of Yazd province in which 295 customers were randomly selected out of 300 customers, and the data has been collected through the questionnaire. The research method in terms of purpose is applied one and is a descriptive-correlational research in terms of methodology. The data have been analyzed in the LISREL software environment by applying structural equation modeling tests and confirmatory factor analysis. The research results show that surprising consumption has a significant impact on arousal and the effect of positive confirmation on arousal has also been approved. Additionally, positive affect has a direct and significant impact on customer's delight. According to research findings, surprising consumption and positive disconfirmation influence on positive affect.