In which of the following services will utilitarian value be more strongly related to customer share than hedonic value?
A) Salon services
B) Spa treatment
C) Dental treatment
D) Fine dining services

Question

Quizplus · Accepted Answer

Dental treatment is more likely to have utilitarian value, as it is typically viewed as a necessary service for maintaining health rather than a luxury or indulgent experience (as with salon or spa services, for example). As such, customers may be more likely to choose a provider based on factors such as convenience or cost, rather than on the perceived enjoyment or pleasure of the experience. Therefore, utilitarian value is likely to be a stronger determinant of customer share in this context.

In Which of the Following Services Will Utilitarian Value Be