March 2021
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165 Reads
The domain of hedonic and utilitarian values remains relatively unexplored in Eastern countries. Utilitarian evaluation of the consumption experience is intellectual, while hedonic evaluation is full of feelings. Prior studies call for the investigation of hedonic and utilitarian values in the retail outlets in Eastern countries, which present an ideal environment for exploration. A conceptual model marks the relationships between hedonic value, utilitarian value, customer satisfaction and word of mouth. This model is empirically tested using survey data collected from retail store shoppers, and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal a significant and positive relationship between hedonic value and utilitarian value on word of mouth with the mediating effect of customer satisfaction. This study bridges the research gap by examining the link between hedonic value and utilitarian value and its impact in the retail context. It also provides valuable consideration for managers to know how these values affect word of mouth with the mediating effect of customer satisfaction.
