Toward the development of hedonic-utilitarian measures of retail service |
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| Institution: | 1. Florida Atlantic University, Davie, FL 33314, United States;2. Nova Southeastern University, Davie, FL 33314, United States;1. Department of Business Administration, I-Shou University No.1, Sec. 1, Syuecheng Rd., Dashu District, Kaohsiung City 84001, Taiwan;2. Associate Professor of Marketing, College of Management, Yuan Ze University, 135 Yuan-Tung Road, Zhongli Dist., Taoyuan City 32003, Taiwan;1. Department of Marketing, West Virginia University, 1601 University Avenue, PO Box 6025, Morgantown, WV 26506-6025, United States;2. Department of Marketing, The University of Rhode Island, 7 Lippitt Road, Kingston, RI 02881, United States;3. Department of Marketing and Supply Chain Management, East Carolina University, Mail Stop 503, Greenville, NC 27858, United States |
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| 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. |
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| Keywords: | Retail service Hedonic value Utilitarian value Scale development |
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