Abstract
This research aims to integrate theoretical contributions in customer satisfaction and relationship marketing research to determine if and to what degree relationship stages impact the relationship between functional utility, experiential utility and customer satisfaction. Functional utility is gained by benefits that solve externally generated consumption-related problems, and experiential utility is derived from benefits that provide sensory pleasure, variety or cognitive stimulation. Understanding the need for these two distinct types of utility allows a firm to develop identify specific marketing mix elements that can cultivate stronger relationships with customers.
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© 2015 Academy of Marketing Science
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Mangus, S.M., Hiler, J.L., Folse, J.A.G., Black, W.C., Walz, A.M. (2015). What Consumers Value: Relationships and Utility. In: Robinson, L. (eds) Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10912-1_171
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DOI: https://doi.org/10.1007/978-3-319-10912-1_171
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10911-4
Online ISBN: 978-3-319-10912-1
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