Abstract
<p>This study tested the existence of positive relationship between utilitarian values, hedonic values and consumer satisfaction. Further it also tested the significance of utilitarian and hedonic values influenced by consumer satisfaction affecting brand switching. Four independent products and brands were selected for data collection. Confirmatory factor analysis validated two dimensions along with factors via utilitarian values which include savings, convenience, affordability and multiple benefits. Hedonic values included freedom, self-expression, entertainment and exploration. Regression analysis revealed the existence of relationship between dependant and independent variables with variance obtained by these two dimensions and factors to be on higher side. Hypothesis proved a positive effect of both utilitarian and hedonic values on customer satisfaction. Customer satisfaction created by utilitarian and hedonic values has significant effect on brand switching. Managerial implications include suggestions on product pricing, variety, availability, upgrading consumer knowledge and consumer personal image.</p>
Highlights
Brand switching is a phenomenon which had been investigated by marketers to understand the relationship between brands and consumer satisfaction
This study tested the existence of positive relationship between utilitarian values, hedonic values and consumer satisfaction
Utilitarian value: this study examines the positive relationship between consumers’ need for utilitarian value in their buying effecting satisfaction and further brand switching behavior (Ravindra et al, 2008; Hung et al, 2004; Mittal et al, 1998)
Summary
Brand switching is a phenomenon which had been investigated by marketers to understand the relationship between brands and consumer satisfaction. Kevin et al (2003) had proved value creation segmented into two, utilitarian and hedonic values (Voss, Spangenberg, & Grohmann, 2003; Batra & Ahtola, 1990; Crowley, Eric, & Kevin 1992; Babin et al, 1994; Kim, 2006) The former consists of those benefits which are directly visible to consumers (Batra & Ahtola, 1990). The later consists of in-direct benefits derived by the consumers (Asta & Jurate, 2012; Cheng, Zhen, Allan, & Zong, 2000; Arnold & Reynolds, 2003) Both utilitarian and hedonic values have the power to influence the consumer satisfaction (Ravindra et al, 2008; Kevin et al, 2003; Batra & Ahtola, 1990; Heasun, Hyunjoo, & Daejoong, 2012; Kim, 2006).
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