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Impact of Hedonic Value and Utilitarian Value on Word Of Mouth: Mediation Effect of Customer Satisfaction

Asif Mahmood, Hafiz Haroon ur Rashid, Umer Shoaib Pirzada, Mohsin Gulzar Butt, Muddasar Iftikhar, Tassawer Amir

Abstract


The domain of Hedonic value and utilitarian value remains relatively unexplored in Eastern Countries. However, as time pass through all aspects of spending, utilitarian evaluation of the consumption experience is more intellectual while hedonic evaluation is full of feeling. These values possess satisfaction to the customer and a positive word of mouth. Prior studies call for the investigation of hedonic value and utilitarian value beyond the retail store context in Eastern Countries which present an ideal environment for investigation. A conceptual model marks out 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 linear regression on SPSS. After analyzing the data the conclusion has been made that there is a significant and positive relationship of hedonic value and utilitarian value on word of mouth with the mediating effect of customer satisfaction. This study shed light on research gaps by examining the link between hedonic value and utilitarian value and its effects on retail stores. It also considers how these values affect the word of mouth with the mediating effect of customer satisfaction.


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