What Consumers Value: Relationships and Utility

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.