What is the relationship between product design benefits (hedonic versus utilitarian) and the postconsumption feelings of customer delight and satisfaction? The primary insights this research provides are as follows: products that meet or exceed customers' utilitarian needs and fulfill prevention goals enhance customer satisfaction, for example, a car with antilock brakes and vehicle stability assist; and products that meet or exceed customers' hedonic wants and fulfill promotion goals enhance customer delight, for example, a car with panoramic sunroof and six-speaker audio system. Furthermore, the research finds that the primary antecedent feelings of satisfaction are the prevention emotions of confidence and security provided by utilitarian benefits, whereas the primary antecedent feelings of delight are the promotion emotions of cheerfulness and excitement provided by hedonic benefits. Finally, the results show that delighting customers improves customer loyalty, as measured by word of mouth and repurchase intentions, more than merely satisfying them. It is discussed the theoretical contribution and strategic insights the research provides for product designers and marketers.


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    Title :

    Delight by design: The role of hedonic versus utilitarian benefits


    Contributors:

    Published in:

    Journal of Marketing ; 72 , 3 ; 48-63


    Publication date :

    2008


    Size :

    16 Seiten, 3 Bilder, 5 Tabellen, 47 Quellen




    Type of media :

    Article (Journal)


    Type of material :

    Print


    Language :

    English






    Utilitarian aesthetics of automobile body design

    Kennington, W.O. | Engineering Index Backfile | 1934


    Utilitarian aesthetics of automobile body design

    Kennington, W.O. | Engineering Index Backfile | 1935


    Utilitarian aesthetics of automobile body design

    Kennington, W.O. | Engineering Index Backfile | 1935