Utilitarian value is more important than hedonic value in preventing switching behavior.

Question

Quizplus · Accepted Answer

It depends on the nature of the goods or services being consumed. For functional types of services (i.e., banking), utilitarian value is more strongly related to preventing switching, whereas for more experiential types of services (i.e., mall shopping), hedonic value is more strongly associated with preventing switching.

Utilitarian Value Is More Important Than Hedonic Value in Preventing