THE EFFECT OF UTILITARIAN AND HEDONIC VALUES ON CUSTOMER SATISFACTION: AN ANALYSIS OF PAKISTANI SHOPPING MALLS

Abstract

Purpose: The objective of this research is to determine the effects of hedonic and utilitarian shopping values and their dimensions on customer satisfaction. The researcher examined the utilitarian and hedonic shopping values of the customers towards shopping malls.

Design/methodology/approach:

The present research employed a self-administered questionnaire to collect primary data from 300 respondents in shopping malls. This study used descriptive statistics, frequency distribution, percentages, cross tabulation and Logistic regression model for data analysis. This study concludes that satisfaction and perceived shopping values are the key dimensions of hedonic and utilitarian values.

Findings:

The utilitarian shopping values have demonstrated a positive impact on customer satisfaction, such as convenience values, which are significantly and positively related to customer satisfaction. Hedonic shopping values have also shown a positive influence on customer satisfaction, with entertainment values having a notable impact.

Implications:

 This study helps mall retailers attract new customers and retain existing profitable ones, while also gaining competitive advantages by enhancing shoppers’ satisfaction with shopping values.