Toward the Development of Hedonic-Utilitarian Measures of Retail Service

Document Type

Article

Publication Date

9-1-2016

Abstract

There has been considerable research in the area of hedonic and utilitarian values derived from the shopping experience, but a paucity of research focused specifically on values related to the service expected and delivered in this context. The purpose of this exploratory research was to develop an initial factor structure related to hedonic and utilitarian service dimensions as a first step in a scale development process. Factor structure was analyzed across four different product categories and two shopping dimensions. The results reveal that hedonic and utilitarian value exists for the overall retail service experience, for retail service across different types of product/category choices and also for shoppers on each end of the more holistic hedonic-utilitarian value continuum for the activity of shopping.

Publication Title

Journal of Retailing and Consumer Services

Volume

32

First Page

60

Last Page

66

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