International E-publication: Publish Projects, Dissertation, Theses, Books, Souvenir, Conference Proceeding with ISBN.  International E-Bulletin: Information/News regarding: Academics and Research

The Comparison of Customers Engagement and Customer Value in Utilitarian and Hedonic Brands

    , ,

Author Affiliations

  • 1Farabi College, University of Tehran, Tehran, IRAN
  • 2Qom University, Qom, IRAN

Res. J. Recent Sci., Volume 3, Issue (8), Pages 62-68, August,2 (2014)

Abstract

This study aimed to investigate the relationship between customer engagement in utilitarian and hedonic brands. Experimental tests have been carried out using the presence questionnaire method. Due to the infinite population, the sample used for this study was selected using Morgan table. 384 of them were the consumers of insurance company services and cosmetic products. After reviewing the demographic characteristics of the sample, validity and reliability of data normality,the hedonic and utilitarian of two groups (customers of cosmetic and insurance companies) using T-student test. There search hypotheses were studied using PLS of structural equations and Pearson correlation coefficient. The results showed that there is a significant relationship at the confidence level of 95 % between the customer engagement and customer value in utilitarian and hedonic brands of the companies. The correlation between the customer engagement in hedonic brand andcustomer value is more than the correlation between the customer engagements in utilitarian brands.

References

  1. Donavan D.T., Brown T.J. and Mowen J.C., Internal benefits of service worker-Customer orientation: job satisfaction, commitment, and organizational citizenship behaviors, Journal of Marketing, 68(1), 73-82 (2004)
  2. Thorsten H.T., Customer orientation of service employees, Its impact on customer satisfaction, commitment, and retention, International Journal of Service Industry Management, 15(5), 460 478 (2004)
  3. Hollebeek L.D., Exploring customer brand engagement: Definition and themes, Journal of Strategic Marketing, 19(7), 555 573 (2011)
  4. Prahalad C.K. and Ramaswamy V., Co-creation experiences: The next practice in value creation, Journal of Interactive Marketing, 18(3), 5 14 (2004)
  5. Sawhney M., Verona G. and Prandelli E., Collaborating to create: The Internet as a platform for customer engagement in product innovation, Journal of Interactive Marketing, 19(4), 4–17 (2005)
  6. Divandari Ali, Mohammad Haghighi, Ashkan Allahyar, Tina Bagheri, Improvement of customer-based brand equity by creating the impression of functional benefits and Ghyrkarkrdy (Case study: Bank Mellat), Journal of Management Perspective, 30, spring 1388, 29 (2009)
  7. Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., Tillmans, S. Undervalued or overvalued customers: Capturing total customer engagement value, Journal of Service Research, 13(3), 297–310 (2010a)
  8. Hoyer W.D., Chandy R., Dorotic M., Krafft M. and Singh S.S., Consumer cocreation in new product development, Journal of Service Research, 13(3), 283–296 (2010)
  9. Brodie R.J. and Hollebeek L.D., Advancing and consolidating knowledge about customer engagement, Journal of Service Research, 14(3), 283–284 (2011)
  10. Sheth J.N., Newman B.I. and Gross B.I., Consumption Values and Market Choices: Theory and Applications,Southwestern Publishing Company, Cincinnati, OH (1991)
  11. Bowden J.L.H., The process of customer engagement: A conceptual framework, Journal of Marketing Theory and Practice, 17(1), 63–74 (2009a)
  12. Zeithaml V.A., Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence, Journal of Marketing, 52(3), 2-22 (1988)
  13. Holbrook M.B., The nature of customer value: An axiology of services in the consumption experiences, In: Rust R., Oliver R.L. (Eds.), Service Quality: New Directions in Theory and Practice, Sage, Thousand Oaks, 21–71 (1994)
  14. Overby J. and Lee E., The effects of utilitarian and hedonic online shopping value on consumer preference and intentions, Journal of Business Research, 59(10/11) , 1160-1166 (2006)
  15. Jones M.A., Reynolds K.E. and Arnold M.J., Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes, Journal of Business Research, 59(9), 974–981 (2006)
  16. Walker R.H. and Johnson L.W., Why consumers use and do not use technologyenabled services, Journal of Services Marketing, 20(2), 125–135 (2006)
  17. Dhar R. and Wertenbroch K., Consumer choice between hedonic and utilitarian goods, Journal of Marketing Research, 37(1), 60–71 (2000)
  18. Ganesh J., Mark J. and Arnold K.E., Understanding the Customer Base of Service Providers: An Examination of the Differences Between Switchers and Stayers, Journal of Marketing, 64(3), 65 87 (1996)
  19. Huang H., Jung T. and Suh E., An LTV model and customer segmentation based on customer value: a case study on the wireless telecommunication industry, Expert Systems with Applications, 26(2), 181 188 (2004)
  20. Beerli A., Martin J.D. and Quintana A., A model of customer loyalty in the retail banking market, European Journal of Marketing, 38(1-2), 45-57 (2004)
  21. Hollebeek L.D., The customer engagement/value interface: An exploratory investigation, Australasian Marketing Journal, 21(1), 17–24 (2013)
  22. Nunnally J.C., Psychometric theory, New York, NY: McGraw-Hill (1997)
  23. Nevitt J. and Hancock G.R., Performance of bootstrapping approaches to model teststatistics and parameter standard error estimation in structural equation modeling, Structural Equation Modeling, 8(3), 353-377 (2001)
  24. Manab Kumar Saha and Bidhan C. Patra, Customers Preference for Aquarium Keeping: Market survey, Special Emphasis on Indigenous Ornamental Fishes in four District of West Bengal, India, Res. J. Recent Sci., 2(12),43-53 (2013)
  25. Mohammad Aghaei, Amin Asadollahi, Maryam Tonekaboni, Nasim Tajasom and Samin Abbasi, Investigating the Impact of Store Brand Price-Image and Retailer Equity Dimensions on ETKA Chain Store Customer's Purchase Intention, Res. J. Recent Sci.,2(11),5-11 (2013)
  26. Asadollahi Amin, PakariAbolfazl, Ansari Parisa, Mohammad AmoliShima and Leila sadatMirhamidi khorasani, Perspective Review of Manager's Criteria's for Marketing in Iran, Res. J. Recent Sci.,2(11), 99-106 (2013)
  27. Atazadeh Dadabeyglu Yashar, Iranzadeh Soleyman and Jabbari Khamaneh Hussein, Effective Internal Strategic factors on Customer Satisfaction from the Perspective of Organization’s Managers in Tabriz travel agencies, Research Journal of Recent Sciences, 2(9), 40-46 (2013)
  28. Orzan G., Serban C., Iconaru C. and Macovei O.I., Modeling the Impact of Online Social Marketing Campaigns on Consumers Environmentally Friendly Behavior, Res. J. Recent Sci.,2(3), 14-21 (2013)