La creación de valor en servicios: una aproximación a las dimensiones utilitarista y hedonista en el ámbito de la restauración

Abstract

Consumer-perceived value is a topic of growing interest to marketing managers and researchers because of the important role it plays in achieving a sustainable competitive advantage. Despite this relevance, only few studies have tried to analyze the effectiveness of the value creating strategies for an organization. Based on this objective, and considering both utilitarian and hedonic factors of shopping value, the current paper aims to offer a strategic orientation about how to use the attributes that generate value in the retailing consumption experience, analyzing their contribution to the formation of consumer satisfaction and loyalty.