ABSTRACT
Many firms aim to create positive emotional experiences, and even delight, for their customers with the end desire of creating loyal customers. However, there is a lack of research evaluating tactics that firms can employ to create these emotions. In response, the current research evaluates the impact of an after-service gift on customer emotions and ultimately recommendation intentions. Across two studies, results show the effectiveness of the after-service gift in creating customer delight, but not customer satisfaction. Both context (degree of luxury) and value of the after-service gift moderate the relationships between the gift and the customer reaction.