Is it all about consumer engagement? Explaining continuance intention for utilitarian and hedonic service consumption. (November 2020)

• Record Type: Journal Article
• Authors: Hepola, Janne; Leppäniemi, Matti; Karjaluoto, Heikki
• Is Part Of: Journal of retailing and consumer services. Volume 57(2020)
• Publication Date: 2020-11
• Subjects: Consumer engagement -- Attitude -- Satisfaction -- Hedonic consumption -- Utilitarian consumption; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2020.102232
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: This paper compares the explanatory power of consumer engagement (CE) regarding service continuance intention with the variables of attitude (utilitarian and hedonic) and satisfaction. Survey data were collected from users of mobile music (n = 596) and mobile parking (n = 297) services. The partial least squares method was applied to analyze the data. In line with expectations, the findings show that attitude and satisfaction are superior drivers of service continuance intention compared to CE when service is used for utilitarian reasons. In contrast, when service consumption is driven by hedonic reasons, CE is a stronger driver than satisfaction. However, no evidence for the superiority of CE over attitude was found in the hedonic context. Highlights: This study compares the explanatory power of consumer engagement (CE) regarding intention with attitude and satisfaction. We collect survey data from users of mobile music (n = 596) and mobile parking (n = 297) services. A partial least squares method was applied to analyze the data. Attitude and satisfaction are superior drivers of intention compared to CE when service is used for utilitarian reasons. If serviced consumption is driven by hedonic reasons, CE and attitude are stronger drivers of intention than satisfaction.