Providing a scale of customer delight in textiles and clothing with a qualitative and quantitative approach

The purpose of this research is to provide a scale of customer delight in textiles and clothing with a qualitative and quantitative approach. A semi-structured interview and the opinions of 18 experts in the field of carpet marketing were used to collect data. Thematic analysis approach and MAXQDA software were used to analyze qualitative data. The main finding of the current research is the constituent indicators of the customer delight scale in textiles and clothing. Cohen's kappa index was used to validate the coding and quality control process in the qualitative part, the dimensions, and components of the customer delight scale in textile and clothing.The main finding of the current research is the indicators of customer delight scale in textile and clothing with a qualitative and quantitative approach. Based on experts' opinions, customer delight indicators in textiles were classified into 4 dimensions and 9 components. Based on this, the main themes include 4 overarching themes and 9 sub-themes and 44 basic themes. According to the obtained results, the value of the Kappa index was calculated as 0.901, which is at the level of excellent agreement. According to the presented model, recognizing emotions and classifying customers towards emotions can be a suitable model for a correct understanding of customer delight. In order to increase customer delight, managers should create surprise and happiness in textile and clothing customers, and this can be done by strengthening distinct ideas to increase satisfaction and desire for customer delight.