The Impact of Hedonic and Utilitarian Values, alongside Psychological Factors, on Customer Satisfaction and Loyalty of female consumers

Abstract

In the highly competitive personal care market, marketers must understand the importance of demographic differences, customer satisfaction, and customer loyalty. Research shows that women are a significant economic force in the personal care market. However, few studies focus on female consumers in Malaysia. The purpose of this study was to determine the relationship between hedonic value, utility value, and psychological factors related to customer satisfaction and loyalty in the context of personal care product consumption by female customers in Malaysia. This was a quantitative study using a survey method to collect data. The target population was female customers of personal care products. Data was collected from 110 respondents and analyzed using SPSS version 28 and Smart Pls. The result of this study shows that hedonic values and psychological factors have a positive influence on customer satisfaction. Customer satisfaction had a significant impact on customer loyalty. In contrast, the results suggest that utilitarian value was not significantly related to customer satisfaction. The results of this study can help retailers and marketers understand the role of hedonic values, utilitarian values, and psychological factors and their impact on customer satisfaction. This study contributes to the literature on customer satisfaction and loyalty by expanding the scope of research with female consumers.