Sustainable After Sale Services: The Effect of Perceived Value on Customers’ Behavioural Intention
DOI:
https://doi.org/10.61841/38rvtn58Keywords:
Sustainable after-sale services, Hedonic value, Utilitarian value, Customer's behavioral intentionsAbstract
It is believed that in the coming future the most important factor in any industry will no longer be technology or capital, but the environment (Sheth & Sinha, 2015). This clearly shows the main concern for any industry from any part of the world and also shows their concern towards future generations. To make sure that any action taken today does not limit the socio-economic and environmental choices to the future generation, the fundamental principle of sustainability has arisen (Trevena, Kaldor & Downs, 2014). Seeing the trend, Recently, the service industry has also started focusing on sustainability management. Green after-sale services in consumer durables have become an integral part of the service industry. Customer support determines sustainable development by endorsing sustainable operations and their services. Different customers perceive different values from sustainable services, leading to their behavioral intentions. Therefore, the aim of this paper is to examine the relationship between perceived values, i.e., hedonic and utilitarian principles, and customer's behavioral expectations. A total of 360 relevant questionnaires were obtained and regression was used to assess and check the hypotheses of the research. The study provides empirical evidence of effect of hedonic and utilitarian principles on the actions of customers. Finally, managerial implications are discussed, and propositions are made for the future.
Downloads
References
1. Ahi, P. and Searcy, C. (2015), "Measuring social issues in sustainable supply chains", Measuring Business
Excellence, Vol. 19 No. 1, pp. 33-45.
https://doi.org/10.1108/MBE-11-2014-0041
2. Basaran, U., & Buyukyilmaz, O. (2015). The Effects of Utilitarian and Hedonic Values on Young Consumers’
Satisfaction and behavioral intentions. Eurasian Journal of Business and Economics, 8(16), 1-18.
doi:10.17015/ejbe.2015.016.01
3. Chen, P.T.; Hu, H.H. (2010), ‘How determinant attributes of service quality influence customer perceptions
value”International Journal of Contemporary Hospitality Management, 22, 535–551.
4. Chouinard, R., Karsenti, T., & Roy, N. (2007). Relations among competence beliefs, utility value, and achievement
goals, and effort in mathematics. British Journal of Educational Psychology, 77(3), 501-517.
doi:10.1348/000709906x133589
5. Churchill, G. A., & Surprenant, C. (1982). An investigation into the determinants of customer satisfaction.
Journal of Marketing Research, 19(4), 491-504. http://dx.doi.org/10.2307/3151722
6. Gillison, S., & Reynolds, K. (2018). Utilitarian Shopping Value Measure. PsycTESTS Dataset.
doi:10.1037/t70722-000
7. Ha, J. & Jang, S. (2010). Perceived values, satisfaction, and behavioral intentions: The role of familiarity in
Korean restaurants. International Journal of Hospitality Management, 29(1), 2-13.
http://dx.doi.org/10.1016/j.ijhm.2009.03.009
8. Holbrook, M. (1994). Consumer value: A framework for analysis and research. London: Routledge
9. Holbrook, M. B., & Batra, R. (1987). Assessing the Role of Emotions as Mediators of Consumer Responses to
Advertising. Journal of Consumer Research, 14(3), 404. doi:10.1086/209123
10. Hyun, N. K., Park, Y., & Park, S. W. (2016). Gift-Giving Motivations Scale. PsycTESTS Dataset.
doi:10.1037/t52708-000
11. Kim, B. & Han, I. (2011). The role of utilitarian and hedonic values and their antecedents in mobile data
service environment. Expert Systems with Applications, 38(3), 2311-2318. doi:10.1016/j.eswa.2010.08.019
12. Krejcie, R. V., & Morgan, D. W. (1970). Determining Sample Size for Research Activities. Educational and
Psychological Measurement, 30(3), 607-610. doi:10.1177/001316447003000308
13. Marrewijk, M. V., & Werre, M. (2003). Multiple Levels of Corporate Sustainability. Journal of Business Ethics,
44(2), 101-119. Retrieved from
https://www.researchgate.net/publication/225918057_Multiple_Levels_of_Corporate_Sustainability
14. Oliver, R. L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions.
Journal of Marketing Research, 17(4), 460. doi:10.2307/3150499
15. Park, J. Y., Ryu, J. P., & Shin, H. J. (2016). Robo-Advisors for Portfolio Management.
doi:10.14257/astl.2016.141.21
16. Roberto Merli, Michele Preziosi, and Ilaria Massa, 2015. "Social Values and Sustainability: A Survey on Drivers,
Barriers and Benefits of SA8000 Certification in Italian Firms," Sustainability, MDPI, Open Access Journal,
vol. 7(4), pages 1-11, April.
17. Sheth, J.N. & Sinha, M. (2015) B2B branding in emerging markets: a sustainability perspective. Industrial
Marketing Management, vol. 51, pp. 79 –88.
18. Smith, J. B. & Colgate, M. (2007). Customer Value Creation: A Practical Framework. Journal of Marketing
Theory and Practice, 15(1), 7-23. doi:10.2753/mtp1069-6679150101
19. Sweeney, J. C., &Soutar, G. N. (2001). Consumer perceived value: The development of a multiple-item scale.
Journal of Retailing, 77(2), 203-220. doi:10.1016/s0022-4359(01)00041-0
20. Tam, V. W., & Tam, C. (2006). Evaluations of existing waste recycling methods: A Hong Kong study.
Building and Environment, 41(12), 1649-1660. doi:10.1016/j.buildenv.2005.06.017
21. Tang, J. E., Chiang, C., & Shih, L. (2009). Using Mobile Knowledge Management on Wireless Networks:
Perceived Self-Efficacy. 2009 International Conference on Management and Service Science.
doi:10.1109/icmss.2009.5302581
22. TIMES statistics. (2019). Sector-wise contribution of GDP of India. Retrieved from Ministry of Statistics and
Programme Implementation (2018-2019) website: http://statisticstimes.com/economy/sectorwise-gdpcontribution-of-india.php
23. Trevena, H., Kaldor, J.C., & Downs, S.M. (2014). ‘Sustainability does not quite get the attention it deserves’:
synergies and tensions in the sustainability frames of Australian food policy actors. Public Health Nutrition, vol.
18 no. 13, pp. 2323–2332.
24. Venkatesh, V., & Brown, S. A. (2001). A Longitudinal Investigation of Personal Computers in Homes
Adoption Determinants and Emerging Challenges. MIS Quarterly, 25(1), 71. doi:10.2307/3250959
25. Visser, W., McDonough, W., & Braungart, M. (n.d.). Cradle to Cradle. The Top 50 Sustainability Books, 176-
181. doi:10.9774/gleaf.978-1-907643-44-6_38
26. Woodruff, R. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of
Marketing Science, 25(2), 139–153.
Downloads
Published
Issue
Section
License
Copyright (c) 2020 AUTHOR
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
