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What is Utilitarian Value

Handbook of Research on Mobile Marketing Management
Utilitarian value is defined as that value that a customer receives based on a task-related and rational consumption behavior (Babin et al. 1994).
Published in Chapter:
Understanding Consumer Recommendation Behavior
Wen-Kuo Chen (Chaoyang University of Technology, Taiwan), Heng-Chiang Huang (National Taiwan University, Taiwan), and Seng-Cho T. Chou (National Taiwan University, Taiwan)
Copyright: © 2010 |Pages: 16
DOI: 10.4018/978-1-60566-074-5.ch021
Research shows that the use of mobile phone services is surprisingly low because users would not like to pay money without first using services. We consider that a customer is not only a service user, but also the partner of a firm. Therefore, this chapter investigates how the users recommend mobile phone services to other potential customers based on their experiences. We focus on two determinants of customer recommendation behavior, namely, overall satisfaction and flow experience. We also propose a number of hypotheses related to the constructs of overall satisfaction, and test them using data provided by 3G mobile service subscribers. The results contribute to our understanding of how customers are willing to make recommendations to others. Besides increasing customer satisfaction, we should consider a mediating factor—users’ flow experiences. Our findings provide empirical support for most of the hypotheses. The theoretical and practical implications of our findings are also discussed, and suggestions for further research are offered.
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Customer Perceived Values and Consumer Decisions: An Explanatory Model
A dimension of consumer perceived value associated with the necessities of living.
Full Text Chapter Download: US $37.50 Add to Cart
Full Text Chapter Download: US $37.50 Add to Cart
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